BT Business: Getting real-life people to make a real difference to the brand
A simple insight, articulated in a fully-integrated campaign, 'Do what you do best', revitalised BT Business and put it firmly on the SME map.
The determination to make BT Business the preferred partner for the IT needs of small and medium-sized businesses (SMEs) demanded turning current perceptions of the brand — very big and only in telecoms — upside down.
Using real-life entrepreneurs in the communications captured the emotion and passion SME owners felt about their business and positioned technology as an enabler rather than something confusing and time-consuming.
This proved to be the catalyst for changing attitudes to BT Business, building consideration of BT Business as an IT and communications provider by a significant 24 percentage points.
BT Business is part of BT Retail, itself part of the BT Group, one of the world's leading providers of communications solutions and services. The company was determined to become the partner of choice among SMEs for their information technology needs. But SMEs still saw BT Business as a telecommunications company that was too big to be relevant to them.