The "Island Paradise" campaign comprises a microsite and advertising across the BT Yahoo! network and aims to simplify the broadband messge for consumers.
Matt Dyke, head of planning at Tribal DDB, said: "While signing up or upgrading to broadband is desirable to many consumers, actually taking the plunge is often delayed due to the perceived hassle of choosing a provider and getting set-up."
He said that although most broadband advertising focused on price and conveying the benefits and features of different products, consumers are still often guided by their emotions when choosing a product.
Tribal DDB won the BT Yahoo! online account in March. The advertising is being handled by Abbott Mead Vickers BBDO after BT reversed its decision to hand Fallon the business.
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