| Titre | Pig & Pencil |
| Agence |
St. Luke’s Communications
|
| Campagne |
Burst Pipe - British Telecom
|
| Annonceur |
BT Broadband
|
| Marque |
BT Broadband
|
| Mise en ligne | Mai 2005 |
| Secteur d'activité | Fournisseurs d'accès Internet
|
| Slogan | Bringing your kids and clever stuff together |
| Problème | The internet provided BT with a means of creating growth from its core telephony business. But the internet was stagnating due to slow connection speeds. Broadband was the answer, but the public didnt respond and Broadband remained a niche market. |
| Résultat | The BT campaign grew the Broadband market by 15% and increased BTs customer base by 300%. The campaign produced a net revenue to BT of £35.6m, an incremental market value of £85m and a payback to the economy of £500m. |
| Type de média |
Presse & publications
|
| Marché | Royaume-Uni |
| Directeur de création |
Julian Vizard
|
| Directeur de création |
Al Young
|
| Senior Planner |
Michele Danan
|
| Responsable de la publicité (annonceur) |
Amanda Mackenzie
|
