BT Broadband - Broadband has landed

The internet provided BT with a means of creating growth from its core telephony business. But the internet was stagnating due to slow connection speeds.
Agency: St Luke'sAuthors: David Blackwell, Phil Teer, Dan Goldstein and Michele Danan

Broadband has Landed. How a Rampaging Rhino and a Three-Headed Dragon Helped BT Create Widespread Public Demand for Broadband

INTRODUCTION

This paper will demonstrate how BT used advertising to create demand for Broadband Internet access, a product that most people never knew they wanted. We will show how our advertising created a huge leap in Broadband awareness; convinced people of the benefits of Broadband; created an intention to sign up and got people to actually sign-up in their droves. What is more, these people were...

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