The excitement of BT Broadband hit the UK in September 2002. Tracking studies showed high levels of awareness of the service and good recall of its functional benefits. Consumers happily told us that broadband was faster and always on. What they couldn’t grasp was what the benefits could mean to them and how they could justify £27 per month! The task was to communicate consumer benefits, however, to do that we needed real consumer insight. Everyone has an interest in something, big or small, which led to the umbrella thought: 'Nothing brings your interests to life like BT Broadband'.

Target response rates were an ambitious 3.50 - given the considered purchase process for broadband. Nevertheless, response rates exceeded target by 10%.