BT: We were going to email you but…

This case study details how BT, the UK telecoms company, increased both conversion rates and responses through a direct mail campaign targeted at people identified as having slower internet speeds.

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...

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