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BT RESIDENTIAL CAMPAIGN
BT Total Broadband Q3 2006 (September – December)
2006 saw the emergence of the Free broadband phenomena and a marketplace flooded with
numerous providers with compelling offers and attractive price points, all of which served to raise
both the profile of broadband as a must have commodity and the stakes for BT in Northern
Ireland.
BT advertising chose the emotive track, appealing to the hearts and minds of consumers who were willing to look past a price point to the value added features and reassurance that come from BT.
Bluecube reacted with an online strategy that positioned media at its core. A 12 week media schedule was created which focussed firstly on proven platforms which had generated sales in the past, retail sites in the run up to the Christmas period and more specific sites where the BT Home Hub would have appeal to the target audience.
Bleucube suite of online ads were created following an examination of the websites included on the
media schedule with a view to creating credible messages that "belonged" on each website.
The Campaign is currently short-listed for the GoldeneyeT Marketing Award.
© Bluecube Interactive 2007