Agency: Abbott Mead Vickers | Author: Max Burt |
BT - 'It's good to talk'
INTRODUCTION
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 creative development in understanding how such a strategy could most effectively be communicated.
After several years, and several different campaigns designed to get people to use the phone more, BT finally arrived at an award-winning campaign which, encouraging first signs suggest, has increased the amount of time that people spend on each call....