BT Call Waiting: A New Service From BT
Test launch of service in London area, using Edinburgh as control. Research showed service had to be seen in emotional not just rational terms. National press and radio with limited budget. Direct mail pack sent to test and control areas. Awareness seen to be much higher in London than Edinburgh. Awareness meant more likelihood to be interested in service and pay more for it, converting to a rise in applications. Nearly 29,000 customers took up offer, 23,000 of which were attributed to advertising, retention of over 90% by time service connected. Campaign costs likely to be covered within a year and national roll-out resulted.