BT - 'It's good to talk'

Max Burt

This paper will outline planning's contribution to the 'It's Good To Talk' campaign. Planning defined a new and brave advertising strategy for BT, and subsequently played an instrumental role during creative development in understanding how such a strategy could most effectively be communicated.
Agency: Abbott Mead VickersAuthor: Max Burt

BT - 'It's good to talk'

INTRODUCTION

This paper will outline planning's contribution to the 'It's Good To Talk' campaign. Planning defined a new and brave advertising strategy for BT, and subsequently played an instrumental role during creative development in understanding how such a strategy could most effectively be communicated.

After several years, and several different campaigns designed to get people to use the phone more, BT finally arrived at an award-winning campaign which, encouraging first signs suggest, has increased the amount of time that people spend on each call....

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