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...