After a period of budget cuts that undermined consideration of its brand, BT needed to reverse this dip to drive sales of business broadband. It evolved a strategy to engage business people emotionally by celebrating human connections ‘because better connections lead to better business’. The strategy was communicated via three campaigns and six brand films. Channels used included digital display and partnerships with business media. This case estimates that incremental sales of £29m were generated from the three campaigns, a net profit of over £14.5 million, and a ROMI of £3.16 for every £1 invested.