Client: BT Group
Entrants: AMV BBDO, BT
Authors: Ben Stewart, Jane Dorsett, AMV BBDO; Matthew Dearden, Fraser Smeaton, BT
Credited companies - Creative agencies: AMV BBDO, OgilvyOne; media agency: Starcom MediaVest; research agency: Millward Brown
Media used: Newspapers, online display, outdoor/poster, search, TV
IN A NUTSHELL
The BT Total Campaign focused on secure and reliable broadband, allowing it to retain four customers and gain nine new ones for every £1,000 invested, and return £3.36 for every £1 invested.
Since 2006, BT Broadband faced three major competitive challenges: Carphone Warehouse offering "free" broadband; Sky entering the fray with its bundle proposition; and Virgin's creation of the first "quadruple-play" UK media company. BT launched the "BT Total campaign", offering a more comprehensive package, focused on secure and reliable broadband now and in the future. The campaign went out across a variety of media, including a string of TV and press ads, as well as outdoor. Its success has been clearly displayed through its results; it has delivered nine new customers and retained four customers for every £1,000 invested, delivering more than £320 million in incremental profit, with £3.36 in profit returned for every £1 invested.
This campaign demonstrates how a high-risk strategy produced excellent results. BT took a very brave decision not to come down in price, and created a campaign that brought its strategy around reliability to life, delivering high profit and overcoming its competitors.
Chris Jansen, managing director, British Gas Services & Commercial.