BT - Northern Ireland

This case study describes how BT Northern Ireland overcame several problems in its efforts to break into the internet service provider sector.
Agency: A V BrowneAuthor: Not credited

Area Awards 2001 Bronze

BT Northern Ireland

'How BTNI moved faster than the fastest moving market'

INTRODUCTION

This case study sets out to demonstrate how advertising contributed to phenomenal market share gain in one of the most competitive new markets.

It will show how a carefully planned and creatively executed advertising strategy overcame budgetary weakness.

And it will show how, in just 3 months, a brand which is synonymous with one field of expertise can be re-positioned to lead the way in another.

BACKGROUND...

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