In a tough category with emerging and powerful competitors, BT launched the ‘BT Total’ campaign, offering a more comprehensive package, focused on secure and reliable broadband now and in the future.
A great example of consistency and long-term commitment to a big idea, the campaign delivered nine new customers and retained four customers for every £1000 invested. Overall, the new strategy generated over £320m in incremental profit, with £3.36 in profit returned for every £1 spent.