HELPING BT TO BACK SMALL BUSINESS



BT


OUR CHALLENGE

BT are continually innovating to enable them to fulfil their brand promise to enable people to Be There. To do this for their SME customers, they created 4G Assure, an innovative new broadband solution that can automatically switch to the 4G network in the event of a broken broadband connection.

Our task was to drive awareness of 4G Assure amongst the SME community, and importantly, drive understanding of the value it can add to their business in ensuring nothing will get in the way of them doing business.

OUR APPROACH

We developed a consumer decision journey which enabled us to understand what the key audience needs were at each stage of the technology purchasing journey, and crucially what triggers we could leverage to ensure 4G would meet those needs at different stage of the journey.

To activate the main campaign idea of ‘BT has your back’, we created a suite of different content solutions, from social content and engagement mechanics designed to engage SME audiences around the idea of having each others back, short educational videos on the simplicity of the 4G product and how it works, as well as use case videos bringing to life the scenarios in which 4G could come in handy.




WHAT WE DELIVERED

  • Communications strategy

  • Social and digital content planning

  • Use case and educational videos

  • Social posts and participation mechanics