Direct Choice/BT Openworld

Marco Scognamiglio, WWAV Rapp Collins Scotland

Here we go again, another mailing telling me I can get online quicker. Well that is what I thought.

However, a swear word from BT? I'm intrigued. And even more, it feels like there's something in the mailing other than a letter.
The letter headline is short and relevant and makes me want to read on. But managing directors being frustrated art directors, I will read that later, because there's a swear box to be assembled.

I thought this was a fresh, effective approach at selling a faster modem without using speed as the main drive.

The creative team has clearly dramatised the proposition with something that will be remembered, talked about and linger around our desks for a wee while longer than the average mailing.

Back to that letter - which is the other part I admired (being an ex-suit) in that it didn't let the idea get in the way, it just got on with the facts to sell with an applicable tone of voice.

The swear box has earned me small fortune in one week. (All my own coppers however.)