British Telecom, the second largest telecom company with 434 million subscribers and £43.65 billion revenue, initiated a rebranding campaign to shift from basic services to value-added services. The strategy included a $30 million budget focused on traditional media and social networking, resulting in significant awareness and engagement, including 88% awareness of the rebranding and a 3.8% increase in customer base. Key elements of the campaign featured unique advertisements and a focus on mobile internet relevance.

2. Presented
by:
Eshant

3. VOICE DATA FONE
British telecom
Company
2nd largest
telecom
company
434 million
subscribers
Networks in 21
countries
Revenue
£43.65 billion

4. SITUATION ANALYSIS
Rebranding

5. CAMPAIGN OBJECTIVES
Switch from basic
communication service provider
to value added services.
Represent an image of a
common man.
Brand Building

6. COMMUNICATION OBJECTIVES
Ads to be universally
understood and enjoyed
Out of the box idea
Attract wide range of
viewers
Creating awareness and
relevancy of mobile
internet

7. STRATERGY EXECUTION
Non Price War - Outdo
competitors through marketing
or ads strategies with a budget
of $ 30 million
Traditional
media every
TV commercial
has a new
story to tell
Social
Networking
IPL-2
Launched 30
different
TVC

8. RESULTS
3 million hits in 3 weeks
Most watched video for 2 weeks
88% awareness of the re branding
327,660 fans on Facebook page
ZooZoo 3rd highest search
word in 2009
Increase in customer base by
3.8% in Q1 2010
3.73 crores data users out of
which 33 lakh are 3G users

9. THANK YOU