This paper demonstrates how a bold change in the creative design approach coupled with a new creative strategy delivered BT.com an improvement in sales conversion rates. When the global recession hit in mid-2008 and marketing budgets were frozen, BT.com was unable to buy more traffic and so needed to convert more existing customers, but the brand had become dated and the customer experience was disjointed and confusing. So the strategy was to adopt the BT’s brand proposition of ‘Bringing it all together’ ensuring that BT’s products and services had a consistent look, feel and tone of voice to the site throughout the entire customer journey, as well as making BT.com work as a multi-channel strategy by integrating the BT Family from the TV ads. The campaign generated a 41 per cent increase in packaged sales as customers looked to combine products, with triple play of phone, broadband and TV on offer for the first time. Online sales for BT's TV service doubled as a direct result of this campaign