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: BT Brand owner: BT Group Entrant company: Wunderman Thompson, London Market: Europe Sector: Telephone & internet services Media channels: Direct marketing, Email marketing, Mobile & apps Budget: 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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands