BT: How BT made advertising work smarter, not just harder

Need to defend market share in business communications market. Wanted to improve 'value-for-money' on which purchase decisions were made and especially increase BT presence in PC-based communications. Nine TV commercials produced using a fictitious company suffering various 'business dramas' BT could solve emphasizing their quality of service and response.Positive reaction to the campaign with a rise in enquiries and potential leads. Econometric model showed the effect of a two month campaign to BT's call revenue was ?10m. This was a return on media spend of +66%. Bronze prize winner