BT Yahoo! Broadband Launch Supported With £10m Ad Push
BT and Yahoo! are supporting the launch of their new high-speed internet service, BT Yahoo! Broadband, with a £10 million above the line marketing campaign.
The new co-branded offering, which launched yesterday, is designed to be the UK’s most advanced broadband internet product, combining high-quality access with a range of content and services for £29.99 per month.
The advertising campaign will break next Monday and will run until the end of March 2004. It is based on the theme of “the way the internet was meant to be” and aims to show how BT Yahoo! Broadband delivers the content and services people have always wanted.
The executions, created by Clemmow Hornby Inge, are intended to take viewers back to the time to when the internet was merely an ambitious idea envisaged by two fictional characters from the West Coast of America, who spend their days wondering what it would be like to have an ‘inter-network’ connecting them to the world.
BT announced it had formed a joint venture with Yahoo! back in June and revealed that its Openworld internet service would be merged into the new BT Yahoo! Broadband product, which will compete directly with AOL and Freeserve by offering subscribers access to previously unavailable applications and services (see BT Merges Openworld Into New Yahoo! Venture).
Commenting on the launch, Duncan Ingram, managing director of BT Openworld, said: “For broadband to be as pervasive and life-changing as it promises, three things are crucial: widespread availability, quality of service, and compelling content and services.”
He added: “Until now, no single provider or partnership has managed to fulfil these aims in the UK market. Through the launch of BT Yahoo! Broadband, we are not only stealing a march on our competitors but elevating the whole online experience to a completely new level.”
The new service will provide a much wider range of services for the same price as the existing BT Openworld Broadband offering. It will include intelligent personalisation, a radio service that anticipates users’ music preferences and a range of anti-spam and anti-virus applications.
The launch will no doubt increase competition in the rapidly expanding broadband internet market, which recently saw Freeserve launch an integrated cross media advertising campaign to raise awareness of its new broadband promotion (see Freeserve Launches No Risk Broadband Promotion).
Rival internet service provider, AOL, has also signed a high-profile deal with Dixons to promote its dial-up internet services in the electrical retailer’s 1,100 stores throughout the UK (see AOL Signs Major Internet Marketing Deal With Dixons).
BT: 0207 469 2337 www.bt.com Yahoo!UK & Ireland: 0207 808 4200 www.yahoo.co.uk
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