Agency: St Luke's | Authors: David Blackwell, Phil Teer, Dan Goldstein and Michele Danan |
Broadband has Landed. How a Rampaging Rhino and a Three-Headed Dragon Helped BT Create Widespread Public Demand for Broadband
INTRODUCTION
This paper will demonstrate how BT used advertising to create demand for Broadband Internet access, a product that most people never knew they wanted. We will show how our advertising created a huge leap in Broadband awareness; convinced people of the benefits of Broadband; created an intention to sign up and got people to actually sign-up in their droves. What is more, these people were...