BT Cellnet - How broadcast sponsorship of Big Brother 2 became a business partnership and consumer brand experience

This silver-winning paper demonstrates how BT Cellnet’s £4m sponsorship of ‘Big Brother 2’ communicated key brand messages and made the brand more familiar and relevant to the key 16–24 audience.
Agency: PHDAuthors: Tony Regan and Adele Gritten

 silver award

BT Cellnet and Big Brother 2

How broadcast sponsorship became a business partnership and consumer brand experience

 

Introduction

BT Cellnet's sponsorship of Big Brother 2 was conceived...