Agency: A V Browne Advertising | Authors: Carmel Coyle, Sam McIleven and Mike Fleming |
BT Broadband - How Advertising Persuaded People to Join the Broadband Party in Northern Ireland
INTRODUCTION
No advantage in price. No distinctive features. No real USP whatsoever. And to cap it all, a set of energetic new-kids-on-the-telecoms-block all eagerly snapping at the heels of the market leader. Yet BT in Northern Ireland were about to turn their advertising outlay into immediate payback through astute timing and an advertising campaign that was clear, simple and strategically bang on target.
This paper sets out to prove that...