Project: Broadband security
Client: Emma Colthorpe, consumer marketing manager, BT
Writer: Steve Whiteley
Art director: Olly Robinson
Designers: Perry Cooper, Alan Lead, Karl Reynolds
The challenge for Agency.com was to position BT as a value-driven rather than low-cost broadband provider that put security at the heart of its offering.
BT was targeting existing narrowband customers to get them to migrate to a broadband service at home.
Agency.com produced a series of effective banners and rich-media executions focusing on the issues of child safety online, fraud and theft, and viruses and hackers. The rich-media executions elicited the best responses, registering click-through rates of up to 9.4 per cent.