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BT: Driving inbound demand
The purpose
BT was delivering progressively faster broadband, but people were struggling to know which broadband speed was right for them, Mbps meant very little to most people. As a result, large segments of the base were not moving onto tariffs better suited to their needs.
The effect
After establishing a multi segment, multi-channel CRM BT saw an increase in uptake of a wider range of products than ever before.
How we did it
Our CRM programme was divided into 3 core messaging pillars (varied by audience segment obvs):
1. Educate: Helping people decode and relate data speak to their every day lives
2. Inspire: Use interests and events to demonstrate the benefits of a broadband package built for you
3. Act: Offer based direct response campaign activity. Designed to work hard.