Claimed to be Britain's most intensive TV campaign ever, telecoms giant BT is set to swamp the nation’s small screens with Possibilities, a £10 million ($15.53m; €15.76m) campaign promoting its broadband internet services.
BT, a former state-owned monopoly, still overwhelms the UK telecommunications, online and broadband internet scenes – although it also resells its broadband facility to other ISPs.
BT’s stated campaign objective is to double the number of weekly connections from 12,000 to 24,000 as part of a drive to acquire one million broadband customers by the summer of 2003. To this end it will spend £1.5m daily over ten consecutive days commencing Sunday.
Says BT Retail chief executive Pierre Danon of the campaign: “It will be virtually impossible to miss the messages it gives out about the potential of this exciting technology.
“The sheer scale of what we are doing should leave no one in any doubt of the seriousness of our intent to put broadband at the heart of BT and be the flag-bearer for the industry in the government's drive to make Broadband Britain a reality.”
Data sourced from: Financial Times; additional content by WARC staff