BT Openworld woos IT in small business with Proximity work

IAN DARBY

September 06, 2002

How long?

3-4 minutes

BT Openworld woos IT in small business with Proximity work

BT Openworld is backing its Business Internet Service with a high-volume direct mail campaign.

Proximity London has created the mailing, which is being sent to a target audience of more than 500,000 decision-makers in small businesses.

The creative idea behind the mailing is expressed by the line: "Are your internet plans screwed up? We'll straighten them out for you. The mailing is a clear bag with a screwed-up piece of paper inside which, when opened, reveals details of BT Openworld's business service.

Proximity developed the mailing following research that shows many IT people believe broadband is complicated and expensive. The mailing aims to alter this view and empathise with the frustration of many small businesses towards technology.

Proximity London has worked with the business arm of BT Openworld for more than a year on both customer acquisition and CRM activity.

The mailing was art directed by Sarah Morris and the copywriter was Reuben Turner.