BT: How understanding the ordinary can achieve extraordinary results

Steve Hopkins and Pippa Morris

This paper outlines how BT, the UK telecoms supplier, constructed a soap-opera style campaign to sell its broadband service to ordinary people living ordinary lives.

BT: How understanding the ordinary can achieve extraordinary results

Principal authors: Steve Hopkins and Pippa Morris, Abbott Mead Vickers BBDOContributing authors: Matt Turnbull, Abbott Mead Vickers BBDO; James Campbell, MAXUS; Alfredo Garicoche, BT

INTRODUCTION

Our industry craves new ideas and ways of communicating. Delivering news like never before is what makes us dynamic, attractive, interesting and successful. But it also means we can sometimes get a bit sniffy about communications that aren't creatively leading-edge and don't break new ground.

This paper is about one such campaign. Technology-based advertising that avoided the cutting-edge and pizzazz and instead,...

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