BT Broadband - How advertising persuaded people to join the broadband party in Northern Ireland

This paper describes how advertising boosted inbound telephone calls and subsequent sales of broadband for BT in Northern Ireland, and delivered a phenomenal return on investment, within a very competitive marketplace.
Agency: A V Browne AdvertisingAuthors: Carmel Coyle, Sam McIleven and Mike Fleming

BT Broadband - How Advertising Persuaded People to Join the Broadband Party in Northern Ireland

INTRODUCTION

No advantage in price. No distinctive features. No real USP whatsoever....