Christy Stewart-Smith
Account Director at AMV BBDO
London, United Kingdom
TitleNovelty Phone
Campaign Bringing People Together - BT
Advertiser BT Group
Brand British Telecom
Date of First Broadcast/Publication
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 BT’s “Bringing People Together” campaign has done what no other has ever been able to do: stop BT’s market share from declining. The campaign has generated an additional 18-minutes/month/per line of call time that has stabilised BT’s market share. Without the campaign it is estimated that BT’s 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
Market United Kingdom
Production Company Tomboy Films
Executive Creative Director
Art Director
Art Director
Agency Producer
Account Director
Advertising Manager

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