BTopenworld Ad Sales

CASE STUDIES

Black and Decker

Objectives
To build a useable database of targeted DIY users - both interested and potential (defined as users that could be interested in DIY products within the next six months) for relationship marketing by Black and Decker.

Mechanic
In terms of reaching the tightly defined target audience, we decided with the client that the most effective method, would be a combination of the use of the Property channel within BTopenworld, as well as the wider reaching ramifications of the homepage. An information fixed tenancy was positioned both on the Property homepage and also within the decorating section of the Property channel. In addition, we used a competition mechanic which concurrently ran both within the Property section (through advertising) and also on the homepage of BTopenworld. In terms of working within the client's budget, we ran the competition for a month within the Property channel and for a week on the homepage on BTopenworld.

Results
Black & Decker's partnership with btopenworld has helped create greater awareness of our brand via a recognised consumer platform which generates a high volume of traffic. By using a competition mechanic we have also been successful in securing PB consumer data to assist in relationship building via e-mail.

Peter Langham
e-Business Commercial Manager - Europe
Black & Decker (June 2002)

Eurocamp Travel

Objectives
To drive a high volume of quality traffic over a three month period to the Eurocamp site in response to a low season discounted holidays campaign. Although Eurocamp customers are not yet able to book online, we track results on cost per visit.

Mechanic
Having successfully worked with BTopenworld in 2000 and 2001 with a combination of banners and buttons, they were an obvious choice of online partner for Eurocamp's 2002 low season advertising campaign. This year's campaign is based around a link tenancy position, allowing Eurocamp to change holiday offers regularly.

Results
Eurocamp have now been live for 2 months and traffic levels from BTopenworld have consistently outperformed their search engine competitors. As a result online booking enquiries rose to an all time high in the first month of the campaign. Eurocamp feel confident to continue and strengthen their relationship with BTopenworld.

Julie Earnshaw
E-Marketing Manager (May 2002) Eurocamp

MBNA Loans

Objectives
To drive a consistently high volume of quality traffic month-on-month to the MBNA loans site. MBNA Loans are primarily a direct response client, so ROI is the key focus. The client's targets are ultimately linked to (1) Cost per Loan. (2) Volume of Applications.

Mechanic
We originally tested BTopenworld in December 2001 with a combination of key tenancy positions, banners and a fixed position button on the homepage. Working closely with BTopenworld, we have gradually optimised our positions to produce the best value for money in terms of placement and response. We have now been live for 5 months, and have committed to a further 7 months. MBNA have the ability to track users from click to conversion and it has become evident that the arrivals from BTopenworld match the desired ABC1 demographic we require. Compounding this quality, the BTopenworld activity provides a consistently high quantity month on month.

Results
MBNA Loans buy a vast amount of online advertising in all formats (2nd highest online reach of any advertiser Feb 2002 - Nielsen Netratings). Every single impression is bought with ROI in mind. The
greatest value we have found in the deal with BTopenworld is that we have managed to combine prominent branding positions with cost effective response.

Steve Buchanan
Online Media Director
Mediacom UK (May 2002)

Virgin Direct

Objectives
In advance of the government's move to Stakeholder Pensions, Virgin Direct's key objective was to take the initiative in educating companies and employees alike on the issues and facts surrounding stakeholder pensions. Following in the tradition of all Virgin companies, they positioned themselves as the consumers champion in the area of stakeholder's pensions.

Mechanic
Virgin Direct took a sponsorship on the then new Pensions channel on BT Clickforbusiness. The sponsorship took shape in two elements.
1. Standard supporting tenancies utilising buttons, tiles and banners
2. Q&A editorial set up within the BT Clickforbusiness site.
The material for this was supplied by Virgin Direct but put into the BT template helping provide a closer synergy between client and media owner.

Results
While post click acquisition targets were un-measurable at the time, BT Clickforbusiness worked directly with Virgin Direct under the guidance of Manning Gottlieb OMD in putting together the sponsorship and the content pages. The look of these pages was critical to the functionality of the sponsorship. Users needed to feel this was information being offered by both BT Clickforbusiness and Virgin Direct in order for an air of impartiality to be maintained and for the Q&A editorial to carry more weight. The overall result was highly successful.

Huge Gage
Planner/Buyer
Manning Gottlieb OMD (June 2002)

Expedia

Results
"Working with BT Openworld is very easy - the relationship is great and most importantly the results continue to grow".

Sharon Griffiths
Strategic Partnerships Manager
www.expedia.co.uk (June 2002)