BT promotes free call numbers

BT has launched a campaign to highlight that 0845 and 0870 calls will now be free. The ad has been created by Abbott Mead Vickers.BBDO and launches on January 16.

The ad is another instalment of the “Adam and Jane” saga with Adam choosing whether to read a letter from his estranged partner that could be a relationship bombshell or to tackle his bills and statements. He opts for the latter and has to make numerous 0845 and 0870 numbers.

While making the calls he goes through his other letters and finds one from BT informing him the calls he has made are now free. He then opens Jane’s letter, calls her and says “yes”, leaving the narrative on a cliffhanger.

BT retail consumer marketing director Matthew Dearden says: “Many people are frustrated by having to pay so much to call 0870 and 0845 numbers … The ad does a fantastic job putting our message across on a subject that is very dear to many Britons’ hearts.”


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