BT Broadband - How advertising persuaded people to join the broadband party in Northern Ireland

Carmel Coyle, Sam McIleven and Mike Fleming

This paper describes how advertising boosted inbound telephone calls and subsequent sales of broadband for BT in Northern Ireland, and delivered a phenomenal return on investment, within a very competitive marketplace.
Agency: A V Browne AdvertisingAuthors: Carmel Coyle, Sam McIleven and Mike Fleming

BT Broadband - How Advertising Persuaded People to Join the Broadband Party in Northern Ireland

INTRODUCTION

No advantage in price. No distinctive features. No real USP whatsoever. And to cap it all, a set of energetic new-kids-on-the-telecoms-block all eagerly snapping at the heels of the market leader. Yet BT in Northern Ireland were about to turn their advertising outlay into immediate payback through astute timing and an advertising campaign that was clear, simple and strategically bang on target.

This paper sets out to prove that...

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