Magazine article Marketing

BT Yahoo! to Aim Pounds 10m Debut Work at Families

Magazine article Marketing

BT Yahoo! to Aim Pounds 10m Debut Work at Families

Article excerpt

BT Yahoo! unveils a pounds 10m-plus campaign next week to mark the launch of its broadband internet service. It will be the first work created by BT roster agency Clemmow Hornby Inge (CHI).

The joint venture sees BT provide internet access, with Yahoo! managing content, and spells the end of BTopenworld as a consumer brand.

A six-month campaign targeting families breaks on September 9,and takes the fight to Freeserve and AOL.

The campaign uses the line 'The way the internet was meant to be' and centres on two fictitious West Coast US characters called Jimmy and Mikey in the net's early days, who could only imagine the possibilities afforded by today's technology.

CHI has developed ten TV ads featuring the characters, as well as press and outdoor executions. TV buying is by The Allmond Partnership, with PHD responsible for other media and planning. The campaign is overseen by BT Yahoo! head of marketing Stephen Brown, previously top marketer at BTopenworld.

BT Yahoo! Broadband is available at pounds 29.99 a month, while the dial-up services launch in November and will cost pounds 15. …

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