How understanding the ordinary can achieve extraordinary results (2012)
Effectiveness Company of the Year sponsored by Thinkbox
Campaign: How understanding the ordinary can achieve extraordinary results
Entrant: Abbott Mead Vickers BBDO
Principal Authors: Steve Hopkins - Abbott Mead Vickers BBDO, Pippa Morris - Abbott Mead Vickers BBDO
Contributing Authors: Matt Turnbull - Abbott Mead Vickers BBDO, James Campbell - Maxus, Alfredo Garicoche - BT
Credited Companies: BT - Client, Maxus - Media Agency
This paper outlines how BT constructed a soap-opera style campaign to sell their broadband service to ordinary people living ordinary lives. Whilst other brands in the category designed campaigns to appeal to technologically hungry ‘early adopters’, BT realised the opportunity to explain to a more mass-market, technologically sceptical group of consumers how broadband could help keep their everyday lives on an even keel. The paper outlines how adoption theory was used to help construct the campaign to produce £874m in incremental revenue to BT, a gross profit ROI of £3.36 per £1 spent on advertising.
BT leveraged interest through social media and a soap-opera based campaign; it displayed fantastic channel integration with a clear and considered phased approach.