BT Broadband

Rarely do researchers get the opportunity to work on something which is genuinely life changing.

The phenomenon that is broadband can justifiably be described in that way.

The world is not the place it used to be. Technological innovation is shaping our lives more than ever before and in order to deliver against a new set of customer needs, BTs business focus is shifting from fixed line telephony towards 'new wave' technologies

CSR enjoys an excellent relationship with BT and because of this we were fortunate to be involved at the very early stages of this enormously significant strategic roll out.

The brief was peppered with terms such as commercial imperative, share price sensitive, business viability and biggest challenge to date. - Scary

Partnered with BTs communications team we helped develop a Broadband proposition that signalled the Company's intent and supported its aspirations to lead the way in improved internet access.

An ambitious target was set to sign up 5 million Broadband customers and CSR worked with St Luke's to input into the development of an ad campaign tasked with exciting and inspiring people as to the possibilities of Broadband.

The target was reached ahead of time and perceptions of BT have shifted favourably.

No longer an old fashioned telephone company they are now perceived as leading IT and communications providers in the broadest sense.

Perhaps more importantly Broadband has improved the quality of peoples' lives.

So next time you down load a music file for your mp3 player, send a photo on line to a friend, access your internet bank account or bid for an item on eBay think CSR.