BT: Flexible BT TV Launch - Cinema Activation

BT TV, a subscription TV service, brought its flexibility to life by pranking cinema-goers to make people take notice.

Campaign details

Brand: BTAdvertiser: BTAgency: Essence, Recipe, DCM StudiosCountry: UK

Campaign Overview

Don't watch? Don't pay

BT TV set out to disrupt an established market with flexible packages. But a complex offer needs a simple message. That's when the big screen came to the small screen's rescue.

Strategy

BT TV needed a stand-out media channel that would best explain its differentiator of viewers only paying for the content they want to watch. Where better than an environment where consumers had just paid to watch something? BT TV chose cinema: the most immersive and...

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