BT, the dual task: generating response and changing attitudes

Judith Wilson

The case history of how a TV and press advertising campaign in 1991 achieved an effective direct response campaign and one that changes attitudes.
Agency: Euro RSCGAuthors: Judith Wilson

BT, the dual task: generating response and changing attitudes

INTRODUCTION

This is the case history of how a clearly defined TV and press advertising campaign achieved what is arguably one of those most debated tasks in advertising, whether it is possible to achieve an effective direct response campaign and also one which changes attitudes. The campaign produced for BT generated response in the business market and income of 1.8 times the advertising budget, but also had a positive effect in shifting attitudes to the company amongst a crucial target.

BACKGROUND

BT was...

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