BT - 'It's Good to Talk'

Grand Prix and gold prize winner in category `new campaigns for previously advertised brands'. Need to grow the market explained.
Agency: Abbott Mead Vickers BBDOAuthor: Max Burt

BT - It's Good to Talk

'Perhaps the word campaign does it an injustice...it is actually a piece of social engineering.'

( Marketing Week)

INTRODUCTION

This paper is unique. Having looked through the Advertising Works books, we have not found an example of a strong brand leader using advertising to grow an already buoyant market. We believe, therefore, that this paper will be the first to do so.

We will show that BT's past three campaigns designed to stimulate calls have done...

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