BT: Extra Telecoms - How ET enabled BT to be greater than the sum of its marketing parts
The 'Stay in touch' campaign which used the ET character aimed to reposition BT as a communications company for the future and sell new world products. TV was the main medium, supported by telemarketing and DM. Success was achieved in maintaining primary lines penetration in a highly competitive market, the growth of secondary and Internet-related lines, major increase in new Internet customers. Use of ET created the 'halo effect'