BT Northern Ireland: BTNI Total Broadband - IPA Effectiveness Awards Case Study 2007

Brief Description: In March 2006 BTNI were struggling to compete in a marketplace saturated with Broadband offers, including the introduction of free Broadband by two of its main competitors. BTNI had to rethink their advertising strategy and subsequently adopted a new approach that focused on making BT Broadband relevant to consumers and making an emotional bond with them. This emotional connection was enough to drive total sales 230% above target and the campaign generated an impressive £4.25 for every £1 invested. BTNI now have an approach to their advertising that will differentiate them from the competition for some time to come. ;---(TAGS)--- Full Title: BTNI makes a broadband 'connection' with the local market ; Number: 2007/04 ; Brand Name: BT Northern Ireland ; BTNI ; BT Total Broadband ; Client: BTNI ; IPA_ProductCoding: Telecoms (Internet services inc. broadband suppliers) ; Agency: AV Browne Advertising ; Author: Carmel Coyle, David Beck ;