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

Carmel Coyle and David Beck

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

EXECUTIVE SUMMARY

Broadband is all the rage, a lifestyle enabler and the talisman of BT's future success. It is a gateway...

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