BT: We were going to email you but…
OgilvyOne UK
Campaign overview
BT identified an opportunity to steal market share in specific geographic areas by promoting its broadband speeds wherever it was faster than its competitors.
By targeting people identified as having inferior speeds, BT Infinity Broadband won sales while beating response, conversion and cost per sale goals.
Strategy
BT was able to target potential new customers with a highly relevant message by using data to pinpoint households with slow broadband provided by competitors. The campaign set out to let these prospects know how much faster they could experience the...