BT: How investing in content and giving it away led to a national rethink of BT

This case study explains how BT, the telecommunications company, used a new sports channel with football rights to reduce customer churn and drive acquisition of new customers in the UK.

BT: How investing in content and giving it away led to a national rethink of BT

Principal Authors: Tim Whirledge and Steve Hopkins, AMV BBDOContributing authors: Dan Ramsay, BT; Bob Udale, OgilvyOne Worldwide; Will Jellicoe, Maxus

Summary

This is an IPA paper of rare significance. Seldom do we see a business challenge of this size answered with a marketing strategy that has had such a direct effect on the creation of shareholder value.

Some journalists coined our move into content as the "£1billion gamble"1. In reality, this is the story of simply understanding what mattered...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands