BT: A Swiss army knife of a campaign

This paper shows how a single campaign vehicle ? the BT 'Family' ? can be flexible enough to successfully address multiple communication challenges. It demonstrates how this campaign has helped rekindle people's affection for the brand, while also successfully defending its traditional telephony base, growing its broadband business, launching its digital TV service and changing consumer behaviour in the directories category. Furthermore, it shows how the BT 'Family' campaign has provided powerful media efficiencies, delivered measurable improvements in brand tracking and has had a 'creative multiplier' effect on the brands return on investment, with payback of £3.25 per £1 spent