C&WC to push customer care

Cable & Wireless Communications is to attempt to do ’a Daewoo’ when

it launches its consumer campaign next month with an emphasis on

customer care.

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.

This article was first published on Marketing