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•Four Greatest Breakthroughs Made by Advertising 155

customers of the need for the service showed a girl in a phone box outside a station
on a dark wet night trying to call her parents.

A campaign was launched, aimed at the parents of teenage children. If you can do it
The creative executions simply depicted people in miserable situations for call waiting,
trying to get through on the phone, a boy who had lost his bus pass failing you can prob-
to attract the attention of his parents because his teenage sister was catch- ably tug the
ing up on the gossip, and so on. The advertising was in the press and on heartstrings for
the radio. It was timed to precede a mailshot. From a London testing it just about
was seen to work well and was rolled out. BT recovered the direct costs of anything.
the campaign from revenues within 18 months.

If you can do it for call waiting, you can probably tug the heartstrings for just
about anything.