Title | Novelty Phone |
Agency | AMV BBDO |
Campaign | Bringing People Together - BT |
Advertiser | BT Group |
Brand | British Telecom |
Date of First Broadcast/Publication | 2001 / 6 |
Product | Customer Satisfaction |
Business Sector | Telecommunications Services |
Tagline | Bringing Jim and Raymond Together |
Story | This ad is part of the Bringing People Together Campaign. It shows how BT enhances people's lives by enabling them to connect with people. |
Philosophy | Bringing People Together This case tells the story of how BTs Bringing People Together campaign has done what no other has ever been able to do: stop BTs market share from declining. The campaign has generated an additional 18-minutes/month/per line of call time that has stabilised BTs market share. Without the campaign it is estimated that BTs market share would have fallen 1.9%. This has generated an additional £227 million in income and a return on advertising investment to date of 6:1. A company that will go out of its way to look after the needs of a very demanding customer can certainly be counted on to look after the needs of all its customers. BT is brining together all kinds of communication for the benefit of everyone. |
Problem | To improve customer satisfaction with BT. Specifically, to help people see BT as a company that's finding new ways to keep all their customers in contact. |
Media Type | Television |
Length | |
Market | United Kingdom |
Production Company | Tomboy Films |
Executive Creative Director | Tony Cox |
Art Director | Mark Norcutt |
Art Director | Daryl Corps |
Copywriter | Laurence Quinn |
Copywriter | Mike Nicholson |
Agency Producer | Ruth Hannet |
Director | Kirk Jones |
Account Director | Christy Stewart-Smith |
Advertising Manager | Amanda Mackenzie |