Cannes Lions

BROADBAND

OGILVYONE WORLDWIDE, London / BRITISH TELECOMMUNICATIONS / 2006

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Description

Create an email as part of a retention campaign to the existing BT (British Telecom) Broadband base, enabling customers to get more from their BT Broadband connection.We decided to team up with iTunes, offering free music downloads to existing customers. In doing so, we could reward customer loyalty and also demonstrate the potential of their broadband connection. With a simple roll-over, the iPod on screen plays a music video, circumnavigating email filters that dislike flash components and cut respondents to a mere 20%.An open rate of 36.2% (average 31.8%) and a click-thru rate of 21.14% (average 9.8%).

Outcome

Cable Ties achieved a response rate of 4.41%, the second highest response rate of the Q3 2005 BT Broadband Acquisition activity. Moreover, of those people who responded to Cable Ties, 43% went on to order BT Broadband (or an associated product), which is a impressive rate given the ever increasing competitiveness and saturation of the UK Broadband market.

Similar Campaigns

10 items

2 Cannes Lions Awards
9/12 - The Untold Story of Reconnecting New York

VERIZON, New york

9/12 - The Untold Story of Reconnecting New York

2022, VERIZON

(opens in a new tab)