The ‘rabbit pack’ was developed to make the point - in a visually immediate way - that with BT you can afford to talk as much as you like. Besides being a furry animal, ‘rabbit’ is also a colloquial English expression for talking a lot. The simplicity of the execution underlined the simplicity of the product and the customer benefit.

Only two of the cells responded at less than 1%, and the heaviest users had a response rate of almost 5%. Results for the three cells likely to benefit the most were more than 50% over target. BT has been able to identify the optimum cut-off point for promotion of this product, and the activity will rollout soon.