Brief Description: Need to defend market share in business communications market. Wanted to improve ‘value-for-money’ on which purchase decisions were made and especially increase BT presence in PC-based communications. Nine TV commercials produced using a fictitious company suffering various ‘business dramas’ BT could solve emphasizing their quality of service and response.Positive reaction to the campaign with a rise in enquiries and potential leads. Econometric model showed the effect of a two month campaign to BT’s call revenue was £10m. This was a return on media spend of +66%. Bronze prize winner.---(TAGS)---Full Title: BT - How BT made advertising work smarter, not just harder; Number: 2006/209; Brand: BT; Client: British Telecom Business; Product Category: Telecoms (Telecoms - fixed inc. cable) ; Business & Industrial (B2B); Agency: BDDH; Author: Paul Jeffrey; Prize Winners: Bronze; (Adworks ref: Advertising Works 9)