BT And Yahoo! Extend Service To Narrowband Users
BT and Yahoo! are launching the second phase of the £10 million advertising campaign to promote their new co-branded BT Yahoo! internet service as it rolls out to narrowband users for the first time.
The campaign, created by Clemmow Hornby Inge, breaks on Friday with three new television executions featuring the fictional Jimmy and Mikey characters from the launch campaign, along with a new voice over from Men Behaving Badly star Caroline Quentin.
A fourth television commercial and a series of radio executions based around the existing ‘way the internet was meant to be’ theme are also scheduled to run from January next year.
The activity is intended to promote the launch of the BT Yahoo! Anytime and BT Yahoo! Pay-as-you-go dial-up services, which will replace the existing BT Openworld product. The new services include anti-spam and email virus protection, as well as pop-up ad blocking software.
Commenting in the initiative, Mark Opzoomer, managing director and regional vice-president of Yahoo! Europe, said: “Dial-up users are a key part of the internet demographic, and with this launch we’re addressing their needs to create an unrivalled internet offering in the UK.”
Duncan Ingram, managing director of BT Openworld, added: “The launch of BT Yahoo! Broadband was our first step in redefining the internet landscape. Demand has been high, and we’re now excited to be able to bring this service to our dial-up customers.”
The latest figures from the Office Of National Statistic shows that the increasing popularity of broadband helped the number of internet subscriptions to rise by 4.1% year on year during September (see Broadband Continues To Drive Internet Connectivity).
Uptake looks set to increase over the coming months and BT recently announced its intention to bring broadband internet access to the whole of the UK by 2005 and called on the Government and the industry to work together to make Broadband Britain a reality (see BT Calls On Government To Back New Broadband Target).
BT: 0207 469 2337 www.btplc.co.uk Yahoo!UK & Ireland: 0207 808 4200 www.yahoo.co.uk
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