BT – A Swiss Army Knife of a campaign: how BT’s ‘Family’ campaign found ways to address multiple communication challenges

This paper discusses the BT 'Family' campaign, which was used to address multiple communications challenges for the different areas of the company's operations.
Agency: AMV.BBDOAuthors: Louise Nolder, Aileen Ross and Jane Dorsett

BT – A Swiss Army Knife of a campaign: How BT's 'Family' campaign found ways to address multiple communication challenges



In 2004, AMV was asked to pitch to retain the BT business. The brief was brand-focused: “In today's market, make people love us again”.But market conditions would not permit a fluffy brand campaign. For BT, communications would need to deliver against relentless quarterly marketing objectives, as well as fostering brand love. These sales would be demanded not just from its traditional heartland, telephony, but...

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