Having worked with BT for over 15 years, we understand that the main frustration Brits have with the broadband industry is poor service.
BT was set to change this with the launch of its new Halo proposition and we were tasked with delivering an impactful national launch campaign.
Competing with a Brexit-packed media agenda, plus an extremely complicated product offering meant we needed to keep our execution creative and original.
We knew, based on our research, that BT’s core audience was older and weren’t particularly tech savvy. They needed to be shown rather than told how Halo worked through real life usage.
We defined a three-pronged approach that would result in a big national news splash on the day of launch.
This comprised of:
· A celebrity ambassador partnership with Louise Redknapp to bring the proposition to life
· Hard-hitting news-based research to illustrate the problem and solution for consumers
· A targeted media approach to generate detailed coverage of Halo in consumer affairs and consumer technology pages
Working with Louise Redknapp, a busy mum of teenage boys, we created a ‘State of the Nation’ report detailing the importance of reliable broadband within everyday family life. The research was used to deliver three content-led story lines across national, consumer and tech media supported with Louise’s personal case study of using BT Halo.
- pieces of coverage including 9 national and over 60 broadcast pieces
- sign ups to BT Halo
- Over 100,000
- Home Tech Expert visits in the first 2 months
Answering consumer broadband frustration with BT Halo
BT was set to change national frustration of poor broadband service with the launch of its Halo proposition and we were tasked with delivering an impactful national launch campaign that secured 1.6 million sign ups.