BT Enterprise: How could BT Enterprise bounce back?

BT Enterprise, a division of BT Group that provides products and services to organisations, shifted perceptions among SMEs (small and medium-sized enterprises) by launching a TV ad that promoted how its unbreakable wi-fi would save them drama.

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

Strategy

Consideration of BT was falling amongst the UK's 5.6 million SMEs. They saw BT as remote, disinterested and expensive. After three years without dedicated brand spend, the company needed to reconnect with this critical audience.

Researching decision-makers in SMEs revealed a crucial, unifying insight: running a business is filled with drama. There isn't room for any more. Customers therefore want drama-free products. As a premium provider, BT needed to reframe the value of reliable connectivity: a...

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