BT Total Broadband - Making a total success of broadband

Since 2006, BT Broadband faced three major competitive challenges; Carphone Warehouse offering ‘free’ broadband, Sky entering the fray with their bundle proposition and Virgin’s creation of the first ‘quadruple-play’ UK media company.

BT Total Broadband – Making a total success of broadband

Ben Stewart and Jane Dorsett – AMV BBDO; Matthew Dearden and Fraser Smeaton – BT


In a tough category with emerging and powerful competitors such as Sky, Virgin and Carphone Warehouse, BT was the embattled, old-world brand. Within the context of BT's thoroughly modern couple (later family), BT launched the ‘BT Total’ campaign, offering a more comprehensive package, focused on secure and reliable broadband now and in the future. This campaign has been executed across all consumer touchpoints and maintains relevance over time via both strategic and tactical...

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