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.

THE PROBLEM FOR BT

In order to encourage competition in the UK telecommunications market, since privatisation BT has been subject to restrictions imposed by the regulator OFTEL. In recent years, OFTEL has mandated that BT brings down its call charges by RPI minus 7.5% each year.