Cannes Lions
WHEEL, London / BT / 2005
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Our brief was to communicate the myriad benefits of managing your BT account online, targeting both new and existing customers. Combating user apathy, of key importance was to drive users to sign up there and then, avoiding the “That’s nice… so what?” factor, by making the message relevant to them. Most important was the idea of putting the user in control… a theme that we reflected both in our messaging and the physical creative approach. Core marketing spend was centred around key sites which targeted the core BT audience. We used rich media executions to draw the users into the idea and demonstrate product benefits.
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