As a relatively late entrant into the rapidly maturing broadband category, Bulldog was involved in a costly 'land grab', investing largely in tactical customer acquisition activity. The decision was made to invest in a dedicated brand awareness campaign, to rapidly establish Bulldog as a major broadband player with a distinctive personality and proposition. This paper demonstrates how a one-off £3.7m investment in brand TV magnified the efficiency of on-going direct response and tactical activity, enabling Bulldog to reduce on-going media spend by 33% whilst simultaneously increasing monthly sales by 55%. The campaign contributed an additional 19,000 sales in the period to date following the campaign and has achieved a net ROI of at least 243% over the first four months alone