We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
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