BT Enterprise: How BT reconnected with the UK's small & medium businesses by being all business. No drama.

BT Enterprise, a UK B2B telco provider, turned around a declining reputation with SMEs with a multichannel campaign that acknowledged the difficulties of running a small business, achieving a short-term ROI of £6.32 and improving all targeted brand metrics.

Campaign details

Brand: BT EnterpriseAdvertiser: BTEntrant: NowCategory: Single MarketPrincipal author: Darren Burnett, NowContributing authors: Richard Smith, Essence; Lisa Chu, BT; Adam Mills, BT; Luke Archer, BT; Richard Smith, Essence

Summary

A declining reputation with SMEs, competitors that upped their game, premium pricing in a commoditised market; how could BT Enterprise bounce back?

BT Enterprise is the BT Group division dedicated to serving the UK's businesses.

Since 2019, we had received no explicit brand support, relying instead on the brand halo effect of BT's consumer advertising.

As a result, our...

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