Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's smartest marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 88 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Global Marketing Index
A monthly indicator of the state of the industry.
Media Costs Database
Compare costs across media and markets.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
REFINE YOUR RESULTS BY:
Design Effectiveness Awards
Date: newest first
Date: oldest first
BT: BT6500 product range
Includes video content
Recommended by Warc editors
Design Business Association, Gold, Design Effectiveness Awards 2014
This case study demonstrates how BT, the British telecommunications company, developed a digital telephone - the 6500 range - that reduced costs and became the number one selling device in the market.
This case study demonstrates how BT, the British telecommunications company, developed a digital telephone - the 6500 range - that reduced costs and became the number one selling device in the market. The 6500 range was developed following a strategic review of the BT device range, establishing a modular technology strategy that seeks to use common components across BT product ranges. A design strategy was developed in parallel, allowing for wide customisation. Integrating both strategies maximises BT's ability to provide a diverse product range, while also minimising cost and material use. The range costs 19% less than a comparative model for BT to produce, yet is able to command a selling price that is twice the market average.
BT - 'It's Good to Talk'
Includes video content
Recommended by Warc editors
Max Burt, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 1996
Grand Prix and gold prize winner in category `new campaigns for previously advertised brands'. Need to grow the market explained.
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 opportunities identified: promoting the value of longer (female-style) calls, and reducing perceptions of cost of calls. TV 3 campaigns `It's Good To Talk', with Bob Hoskins, ran 1994-5, supported with national press and posters. Complexity of analysing advertising effect discussed in full. Econometric analysis used, after stripping out the effect of `products and services' and competition. Eight different models were needed (described). Variables in the econometric analyses: price, effect of the economy, advertising (assuming some of the effect is longer-term), call durations (other variables discarded as not significant). Models fitted the data well (calls per line). Qualitative research identified the relationship between call duration and calls per line. Prolonged rise in call durations correlates accurately with campaign. Central TV was used as a control area, thus providing direct evidence of ad effect. Payback calculated as £297 million. Factors discounted: other BT activity, competitive activity, weather. Tracking (BMRB) produced other evidence: awareness, claimed usage of the phone, attitudes to phoning, steep fall in price perceptions. The campaign has been 'a piece of social engineering'.
YOU ARE IN THE WARC INDEX:
Fixed line providers
Call services and accessories
General service providers
Internet service providers
Mobile and cell handsets
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the