In a market driven by price, incentives and special offers, Broadband from BT had to take a stand.In the words of Bill Gates, “People don’t know how to want the things we can offer them”. So this piece of direct communication illuminated the possibilities that could be achieved through a broadband connection. By simply plugging into their existing BT socket, consumers’ everyday lives could be transformed by a new Internet experience – Broadband from BT. Hence, “What’s waiting behind your BT socket?”

Against a target of 3.47%, results came in at 9.37%, exceeding target by over 100%, and totally eclipsing any previous activity. Although the cost per pack at 40p was more expensive than the previous quarter, it has driven the lowest cost per response at £1.96 and the lowest cost per acquisition at £13.98. (The targets set for the quarter were £8.00 for cost per response and £32.00 for cost per acquisition.) All in all, a hugely successful campaign.