BT – A Swiss Army Knife of a campaign: how BT’s ‘Family’ campaign found ways to address multiple communication challenges

This paper discusses the BT 'Family' campaign, which was used to address multiple communications challenges for the different areas of the company's operations.
Agency: AMV.BBDOAuthors: Louise Nolder, Aileen Ross and Jane Dorsett

BT – A Swiss Army Knife of a campaign: How BT's 'Family' campaign found ways to address multiple communication challenges

BACKGROUND

Context

In 2004, AMV was asked to pitch to retain the BT business. The brief was brand-focused: “In today's market, make people love us again”.But market conditions would not permit a fluffy brand campaign. For BT, communications would need to deliver against relentless quarterly marketing objectives, as well as fostering brand love. These sales would be demanded not just from its traditional heartland, telephony, but...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands