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?


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands