BT Family Campaign 2005 - 2011

Charlotte Patrone - 11004637 Demi OShea 11000230

The Campaign

The launch phase October 2005 to June 2006 The Total Broadband phase June 2006 to December 2009 The Innity phase April 2010 to April 2011

* Hopkins & Morris (2012) * Abbott Mead Vickers BBDO (2013b)

Founded 35 years ago. the BBDO network has a passionate belief in the

power of creativity to deliver commercial advantage to clients.

AMV BBDO

* Abbott Mead Vickers BBDO (2013a)

Target Audience

Geographic Demographic Socio-economic

Target Audience Prole

* Figure 1: Rogers Adoption Curve with UK Broadband Penetration at 2005 (Source: Hopkins & Morris 2012)

Rogers Adoption Curve with UK Broadband Penetration at 2005

Lifestyle Personality

Target Audience Psychographic

ADD PICTURE

* Abbott Mead Vickers BBDO (2013b)

Benets sought Purchase occasion Purchase behaviour Usage Perceptions and beliefs

Target Audience Behaviour

Target Audience Decision-Making

* Adapted from Percy (no date)

Target Audience Decision-Making

Need arousal Identify possible options

Evaluate options

Decide on a broadband

Purchase broadband

Use broadband

Evaluation of broadband

Individual involved and decision roles

Self, family. Initiator and inuencer

Self, family. Inuencers

Self, family. Decider

Self, family. Decider

Self, family. Purchaser

Self, family. User

Self, family. User

Where stage is likely to occur

Home Home Home Home Home Home Anywhere

Timing of stage A month before purchase is required

Immediately after arousal

Within 3 weeks of arousal

A week before purchase is required

Immediately after choice is made

Immediately after installation

After using the broadband

How stage is likely to occur

Adverts and searching online

Discuss with others involved in decision-making and adverts

Read reviews, discuss with others and adverts

Comparing options based on price, speed and time of installation

Contact broadband provider

Use broadband at home

Tell others and reminded when adverts are seen

Target Audience Decision-Making

Slice of Life

* BT Campaigns (2011a)

Brand Position and Brand Imperatives

Competitive Advantage

* Logo Pyramid (2012) * HBH Woolacotts (2013)

* Cohen (2011) * Feeley (2012)

Essence of BT

* British National Party (2013) * Farhat (2013)

Market Position

* Adapted from Ofcom (no date)

29.30%

20.20% 18.50%

17.90%

14.20%

Percentage of market share 2011

BT Virgin media TalkTalk Sky Others

Marketing Matrix 2011

Percentage of market share

Spend on advertising

High

Low

Low

High

* Logo Pyramid (2012) * HBH Woolacotts (2013)

* Cohen (2011) * Feeley (2012)

Communication Strategy

Brand awareness Brand attitude Brand awareness strategy Brand purchase intention

Creative Strategy

Purpose Method Tone and mood

* Mobile wallpapers (2013)

History of Campaign

* BT Campaigns (2011b)

Communication Objectives

Communication Objectives

* BT Campaigns (2010)

Media Strategy

BT need to re-connect emotionally with its consumers * Figure 2: Brand Attitude Strategy Quadrants from the Rossiter-Percy Grid

(Source: Percy & Rosenbaum-Elliott 2011) * Nolder et al (2008).

* Figure 3: BT Spend By Medium 2005 v 2010 (Source: Brad 2011)

Mediums

* Figure 4: BT the wedding vote by AMV BBDO (Source: Campaign 2011) * Marketing Blur (2011)

Why Television?

* Figure 5: BT Swear Box Direct Mail (Source: Artomatic no date)

Why Direct Mail?

* Figure 6: 2011 BT Magazine Advert (Source: The Advertising Archives no date)

Why Press?

Environment and Programming

Newspapers

* Newsbrands (no date)

Magazines

* Bauer Media Magazines (no date)

Outdoor

* PML (no date)

TV Schedule

* Farey-Jones (2010) * ITV (no datea) * ITV (no dateb) * Rahim (2013)

* Sport on the box (2013) * Channel 5 (no datea) * Channel 5 (no datec)

* Sky1 (no datea) * Sky1 (no dateb)

TV Campaign Analysis

BARB Quarterly Reach Report Quarter 4 2010

* BARB (2013)

Seasonality

* Figure 7: Quarterly Spend by Medium (Source: Brad 2011)

Seasonality

High Level Media Plan 2010

Proposition

New Campaign

Vs

* Logo Pyramid (2012) * HBH Woolacotts (2013)

TV Advert

Join the team * ESE Direct / Eastern Storage Equipment Ltd (2013)

* Broadband nder (2013) * MountainWorks Communications LLC (2013)

* Baily (2013) * Dowell (2013)

* Lochardil Football Club (2012)

Programming and Scheduling

* Screen Education Edinburgh ( no date) * Bundlesligalounge (2012) * Footballlorgin (no date) * Cricket4Free (no date)

* Fleming (2010) * Edwardle (no date) * Webmaster (2013)

Press Advert

* Furniture Nation (no date) * Business Broadband (no date)

* Lynch (2011) * Dreamstime (2013)

* Walley (2012) * Cable (2009)

Press Environment

* Health for the whole self (2011) * Bauer Consumer Media Ltd (no date)

* Drifoy (2010) * Things Bogans Like (2010)

* Icould (no date) * PB Works (2012)

Direct Mail

* Ibelieveinadv (2011)

Summary

References

Please see attached document