Angus Porter, managing director of BT Retail's consumer division, said the company would launch a campaign on a "comparable scale to BT Broadband", with ads created by lead roster agency Abbott Mead Vickers BBDO.
The company embarked on its £33m assault to promote broadband internet to the masses last September, spearheaded by its epic 'burst pipe' campaign by St Luke's.
The creative strategy for the mobile campaign remains under wraps, but BT is understood to have earmarked June or early-July for the launch.
It re-entered the mobile arena in a limited fashion late last year through an internet venture branded Mobile Sense, selling phones online using the O2 network.
Since then however, the company has struck a deal to use T-Mobile's network. Sources close to the company said it would not pursue the Mobile Sense brand name for the mobile venture, which will be based around the BT name.
It is understood that BT will use an aggressive pricing strategy in an effort to grab customers from the big four mobile networks, with monthly contract tariffs about the £5 mark.
It is unknown whether or how BT might bundle together residential telephony and mobile phone deals.
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