BT Retail: Bringing people together - IPA Effectiveness Awards Case Study 2002

Brief Description: 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 which 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. ;---(TAGS)--- Full Title: BT bringing people together : share defence with a big D ; Number: 2002/50 ; Brand Name: BT Retail ; Client: BT Retail ; IPA_ProductCoding: Telecoms (Telecoms - fixed inc. cable) ; Agency: Abbott Mead Vickers BBDO ; Author: Mike Teasdale, Jane Dorsett ;