BT Broadband: Broadband has landed - IPA Effectiveness Awards Case Study 2004

Brief Description: The internet provided BT with a means of creating growth from its core telephony business. But the internet was stagnating due to slow connection speeds. Broadband was the answer, but the public didn't respond and Broadband remained a niche market. The BT campaign grew the Broadband market by 15% and increased BT's customer base by 300%. The campaign produced a net revenue to BT of £35.6m, an incremental market value of £85m and a payback to the economy of £500m ;---(TAGS)--- Full Title: Broadband has landed : how a rampaging rhino and a three-headed dragon helped BT create widespread public demand for broadband ; Number: 2004/41 ; Brand Name: BT Broadband ; Client: BT Broadband ; IPA_ProductCoding: Telecoms (Internet services inc. broadband suppliers) ; Agency: St Luke's ; Author: Phil Teer, Michele Danan, Dan Goldstein ;