BT: Extra Telecoms - How ET enabled BT to be greater than the sum of its marketing parts - IPA Effectiveness Awards Case Study 2000

Brief Description: The 'Stay in touch' campaign which used the ET character aimed to reposition BT as a communications company for the future and sell new world products. TV was the main medium, supported by telemarketing and DM. Success was achieved in maintaining primary lines penetration in a highly competitive market, the growth of secondary and Internet-related lines, major increase in new Internet customers. Use of ET created the 'halo effect' ;---(TAGS)--- Full Title: Extra telecoms - how ET enabled BT to be greater than the sum of its marketing parts ; Number: 2000/25 ; Brand Name: British Telecom ; Client: British Telecommunications Plc ; IPA_ProductCoding: Telecoms (Telecoms - fixed inc. cable) ; Agency: Abbott Mead Vickers.BBDO ; Author: Mike Teasdale, Jane Dorsett, Fiona Barnett ;