|Campaign||Bringing People Together - BT|
|Date of First Broadcast/Publication|
|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.|
|Production Company||Tomboy Films|
|Executive Creative Director||Tony Cox|
|Art Director||Mark Norcutt|
|Art Director||Daryl Corps|
|Agency Producer||Ruth Hannet|
|Account Director||Christy Stewart-Smith|
|Advertising Manager||Amanda Mackenzie|
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