BT Northern Ireland: BTNI - How advertising persuaded people to join the broadband party in Northern Ireland

No advantage in price, no distinctive features and to cap it all, a set of energetic new-kids-on-the-telecoms-block all eagerly snapping at the heels of the market leader. The challenge facing BTNI to meet their Broadband targets for 2004/2005 was an immense one. A sound creative strategy based on key consumer insights helped to deliver an advertising campaign that was clear, simple and strategically on target. BT in Northern Ireland turned their advertising outlay into inbound calls and subsequent Broadband sales that not only exceeded their sales target by 16% but also resulted in an immediate payback of 144% and a future return on investment