BT: Retention

BT, a telecommunications company, launched a campaign in the UK to retain existing customers as their contract end dates approached.

Campaign details

Brand: BTBrand owner: BT GroupEntrant company: Wunderman Thompson, LondonMarket: EuropeSector: Telephone & internet servicesMedia channels: Direct marketing, Email marketing, Mobile & appsBudget: 500k - 1 million

Executive summary

BT have the largest customer base in the UK telecoms industry, but around 30% of them are happy to sit out of contract.

heir blanket, one-size fits all approach and use of predictable tactics to encourage customers to renew wasn't working or representative of their new promise as a brand - to create a flawless experience. They...

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