Telecoms: Fixed line providers

 

It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...

During 2002 competition between wireless-telecommunication providers grew so fierce that the top four were spending $1.5 billion on media outlays, a leap above the $435 million spent in 1999. With mor ...

Sprint Corporation's "Monday Nights Free and Clear" campaign publicized free long-distance calling services that the telecommunications company offered during the last four months ...

This paper covers BT's 'Together Again' campain in response to its decline in share of the fixed line minutes market, which it once monopolised and in which it now faces competition from mobile phone ...

1999-2000 `Stay in Touch campaign' for British Telecom, using the ET character. Objective: to reposition BT as a communications company for the future, and sell new world products. The paper claims to ...

Campaign in 1999 by AMV.BBDO for British Telecom using the ET character from Spielberg's film (`Phone Home'). Objective: to reassure ordinary users about communicating on-line, by shifting attention a ...

Objectives To launch and quickly establish Call Return through core emotive lifestyle benefits as a service for the existing customer base. Results In one month, Call Return became the second biggest ...

Campaign, 1995, to defend BT's market share in the business communications market. Predicted that long-term share decline would continue. Need to establish a presence for BT in PC-based communications ...

Grand Prix and gold prize winner in category `new campaigns for previously advertised brands'. Need to grow the market explained. History of previous BT campaigns and how they evolved. Two opportuniti ...

1993-4 campaign promoting three telephone services from Bell Canada in Quebec. Advertising had 4 objectives: relaunch the Call Answer service; increase penetration rate of Call Display; maintain penet ...

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 c ...

This paper is not about the 'It's 1 to remember' campaign, but about the planning that led to the important 'Babies' press campaign that preceded the main activity. We will demonstrate how planning id ...

1993 campaign for British Telecom, reacting to inroads by Mercury in the business-to-business market. 2 multi-media advertising bursts in 1993, spring and autumn, on `We want your business' theme. Eac ...

The article examines the planning process to develop creative work for the little known NYNEX CableComms. The company wanted to address business and residential markets without alienating one or the o ...

The paper shows how Mercury, with a modest ad spend and the 'Hats on the phone' advertising campaign, took on British Telecom and began to establish itself in the residential phone market in the early ...

1991 test launch of BT's Call Waiting service in London area, using Edinburgh as a control. Background, opportunity and strategy discussed; qualitative research explored possible benefits and barriers ...