Magazine article Marketing

NTL Aims at Cracking Customer Inertia with 'Pebbles' Ad

Magazine article Marketing

NTL Aims at Cracking Customer Inertia with 'Pebbles' Ad

Article excerpt

With a series of new TV ads NIL is aiming to distinguish itself in the overseas calls market.

NTL, the cable and telecoms company, is continuing its brand building campaign with a new promotion for its range of low-cost international call charges. The 30-second-ad, created by J Walter Thompson and launched on September 1, enters this week's Adwatch at number nine, with 60% recall.

Called 'Pebbles', it shows a young man walking along the English coast with his dog, talking about the cost of international calls as waves wash over the pebbly beach.

The man asks the viewers whether they are paying too much for their international calls, then urges them to call NTL and enquire about its great value international option.

The dog starts digging, and the man starts throwing pebbles into the sea, telling viewers how cheap NTL rates are. "Only 5p a minute to the US, Canada and Australia," he says. And upon throwing a particularly large stone into the sea, "and 9p to Japan".

He then throws a smooth stone along the beach, and says: "NTL call charges aren't rounded up to the nearest minute, unlike some. …

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