DIRECTWATCH: Work24 in user acquisition DM, the small business internet portal owned by ScottishPower and The Royal Bank of Scotland, has launched its biggest below-the-line campaign to date as it steps up its customer acquisition activity., the small business internet portal owned by

ScottishPower and The Royal Bank of Scotland, has launched its biggest

below-the-line campaign to date as it steps up its customer acquisition


The 150,000-strong mailing by Tullo Marshall Warren is aimed at raising

brand awareness and generating on-site registrations.

The work comprises two creative approaches. The first, a CD-ROM mailing

produced in conjunction with Line-Up Communications, features a ’live’

presenter who introduces key elements of the site.

The second is a series of three postcards being mailed to small

businesses over a three-week period. The executions highlight the

importance of recruiting expertise on establishing an online operation.

One card shows an ostrich burying its head in sand under the line:

’Worried about the web?’

A Work24 spokeswoman said: ’The campaign is about creating a point of

difference to attract businesses to the brand and the site.’

Work24 offers businesses the ability to trade online, access discounts

and information, and participate in online trading networks.

Positioning itself as a one-stop shop for new technology business

services, it is aiming to recruit a significant proportion of the UK’s

3.6 million small- to medium-sized enterprises in its first two years of

operation. Above-the-line work for the site is handled by Faulds

Advertising, although the business is under review.


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