BT RUOK?
Role: Creative
Brief
Build on a larger campaign for BT Text using direct mall to target 35 - 44 year olds with children and informing them on the simplicity of texting from mobiles directly to home phones.
Solution
Rather than send a long-winded letter we sent an extremely short message (mirroring a text message) encouraging the audience to see how simple this service was by trying it for themselves.
Results
A total 34.7% uplift in usage. 41% of customers used BT Text to stay in touch with friends and family. While texts sent by each user increased 18% during the campaign.
Award: DMAs Bronze
w/ Mark Davies
