Agency: Broughton Jacques | Author: J. Martin Lewis |
Teletex Awareness A small business campaign
INTRODUCTION
This is the story of a very successful small-budget campaign in which advertising played a key role. It was, in fact, built around and powered by an advertising campaign to a business audience.
BACKGROUND
By late 1983 mention of Teletex, the name given to British Telecom's planned electronic mail service, could be guaranteed to trigger reactions ranging from ignorance to confusion and scepticism. Its promised benefits (transmission of documents at 30 times the speed of Telex, much more cheaply and to...