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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'.
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