More than 350,000 customers have signed up for the free service, which registers customers with the Telephone Preference Service and offers caller display, allowing customers to keep an eye on all incoming call numbers.
The number of TPS-registered numbers already stands at 8,749,428, which is up 41% on a year ago when there were 5,166,475 numbers registered. A crude calculation shows that this is equivalent to an average rate of nearly 10,000 sign-ups per day.
John Petter, chief operating officer of BT Retail, said: "The interest in this service has been fantastic -- it is already one of our most popular consumer services ever. Customers have told us they are fed up with being bothered by unwanted calls and BT Privacy helps them to get rid of these unwanted pests, free of charge."
The success of the radio, TV, print and online campaign is good news for Abbott Mead Vickers BBDO, which recently beat fellow roster agency St Luke's to retain its place on the BT consumer roster for the 拢40m task to launch a "single mega-campaign" across all its brands.
By taking on Clarkson, who fronts BBC Two's 'Top Gear', BT has gone back to using a "face" as it did with Bob Hoskins in the "It's good to talk" and ET "Phone home" campaigns.
In a previous ad, Clarkson asks why many companies make more effort in trying to attract new customers, rather than treating their existing customers well.
Poster ads feature the straplines "Free BT Privacy helps you say goodbye to unwanted sales calls", and "Uninterrupted time with your family is priceless. With BT privacy it's now also free".
In one poster ad, we see an image of a father who has answered the phone with an obvious look of annoyance on his face, while his young son sits on his shoulders and lets out a big yawn.
In another ad, a girl is having a pampering session as she takes an unwanted call with cucumbers on her eyes, trying to speak through her bright blue mud pack.
The campaign is urging customers who are having problems with nuisance calls to sign up to BT Privacy by calling 0800 121 8000 or by registering online.
BT's new campaign to link to all parts of its consumer businesses is set to launch in November. St Luke's continues to work on its digital and 118 500 services.
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