Campaign details
Brand: BTAgency: BasisCountry: UK
Synopsis
Defend BT's premium position; retain customers. These goals were established at the outset of this challenging project.
To deliver, we agreed three key objectives that framed everything we did:
- Market-led: Drive retention, stay premium
- Customer-led: Make convergence tangible
- Internal: Lead with the customer, not the product
But if a 'network convergence'-led proposition was really going to solve BT's customer retention challenge, customer needs would have to drive the solution, not vice versa.
Zaid Al-Qassab, Chief Brand & Marketing Officer, BT Group, explains how this project broke the mould,...