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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)

AMV BBDO

Founded 35 years ago.


the BBDO network has a passionate belief in the
power of creativity to deliver commercial advantage
to clients.

Abbott Mead Vickers BBDO (2013a)

Target Audience

Target Audience
Prole

Geographic
Demographic
Socio-economic

Rogers Adoption Curve with


UK Broadband Penetration
at 2005

* Figure 1: Rogers Adoption Curve with UK Broadband Penetration at 2005


(Source: Hopkins & Morris 2012)

Target Audience
Psychographic

Lifestyle
Personality
ADD PICTURE

* Abbott Mead Vickers BBDO (2013b)

Target Audience
Behaviour

Benets sought
Purchase occasion
Purchase behaviour
Usage
Perceptions and beliefs

Target Audience
Decision-Making

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

* Adapted from Percy (no date)

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

Percentage of market share 2011
BT

14.20%
29.30%

Virgin media
TalkTalk

17.90%

Sky
18.50%

20.20%

Others

* Adapted from Ofcom (no date)

Marketing Matrix
2011
High

Low

High

Low
Percentage of market share

Spend on
advertising

* 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).

Mediums

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

Why Television?

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


* Marketing Blur (2011)

Why Direct Mail?

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

Why Press?

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

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