BT - BTNI makes a broadband ‘connection’ with the local market

This paper details the 2006 campaign for BT Broadband in Northern Ireland (BTNI). The objective was to substantially increase the number of connected homes, in a crowded market where competitors were heavily outspending BT.
Agency: A V Browne Advertising Authors: Carmel Coyle and David Beck

BT – BTNI makes a broadband 'connection' with the local market


Broadband is all the rage, a lifestyle enabler and the talisman of BT's future success. It is a gateway to the future, offering next generation online, entertainment and voice services. In early 2006, Broadband was a technology at tipping point. If you didn't already have it, you were thinking of getting it. There was no shortage of suppliers to choose from all offering similar products with similar features. The introduction of free...

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