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It is part of a wider campaign targeting small- and medium-sized enterprises, promoting the benefits of BT Business Plan.

Most advertisers run existing television campaigns on the Transvision screens, which are situated at stations including Waterloo, Charing Cross and Liverpool Street, but without sound.

The St Luke's campaign, created by Tim Collins and Mike Hughes, builds dramatic tension by showing a series of people asking unnerving questions about business. The questions flash up on the screen as people ask "Too scared to cold call? I'm not" and "Sure your customers are happy? Why don't I call them to find out". The ad finishes with the endline "Take on your competitors".

The ad is part of the "Ambition" campaign, which features ordinary business people shot in dramatic poses to indicate their drive and determination to succeed. The campaign will feature press, outdoor and radio activity.

Neil Henderson, joint managing director at St Luke's, said: "BT is increasingly innovative about its use of media. Our BT 118 500 campaign last year demonstrated that very high visibility is achievable with limited resources if you're prepared to be creative and explore new uses of traditional media."

The second campaign communicates the benefits of customer relationship management to major businesses. Called "Photofit" it is based on the idea that if companies do not have networked CRM then they do not get the full picture of their customers. It uses a series of characters compiled from different body parts, and will use photofits on crosstracks at Liverpool Street Station. This campaign was created by Nick Darken and Simon MacTaggart.

Colin Wise, head of advertising at BT, said: "St Luke's has worked closely with PHD and Outdoor Connections to extend the creative idea into the media, which is something BT encourages."

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