BT Total Broadband – Making a total success of broadband

Ben Stewart and Jane Dorsett – AMV BBDO; Matthew Dearden and Fraser Smeaton – BT

EDITOR'S SUMMARY

In a tough category with emerging and powerful competitors such as Sky, Virgin and Carphone Warehouse, BT was the embattled, old-world brand. Within the context of BT's thoroughly modern couple (later family), BT launched the ‘BT Total’ campaign, offering a more comprehensive package, focused on secure and reliable broadband now and in the future. This campaign has been executed across all consumer touchpoints and maintains relevance over time via both strategic and tactical messages. A great example of consistency and long-term commitment to a big idea, the campaign has delivered nine new customers and retained four customers for every £1000 invested, delivering over £320m in incremental profit, with £3.36 in profit returned for every £1 invested.

INTRODUCTION