BT Business: Getting real-life people to make a real difference to the brand

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.

BT Business: Getting real-life people to make a real difference to the brand

SNAPSHOT

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.

KEY INSIGHTS

  • 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...

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Insights Team
Bray Leino

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