Cable & Wireless Communications is to attempt to do ’a Daewoo’ when
it launches its consumer campaign next month with an emphasis on
The cable TV and telecoms company has been questioning its existing
users to determine what they like best and least about its products and
services, and how communications can improve their lives.
The answers from this questionnaire will form part of the campaign being
created by advertising agency Rapier Stead Bowden.
It is believed the strapline to be used for the consumer campaign will
be ’What can we do for you?’, moving on from the ’Sound and vision -
they work better together’ idea used for the corporate launch.
The use of consumer responses was a key strategy of the Korean car
manufacturer, Daewoo, when it launched in the UK in 1995.