BT

Making BT Halo stand out from the crowd

Education campaign drives 6m sign ups and invites 100k BT Tech Experts into UK homes

We were confident that there were lots of great facets to the Halo proposition, which made it BT’s best ever broadband offering, but it was a complex package to explain.  We were also battling against the lead up to another general election and a no deal Brexit, which were both heavily dominating the news agenda.

What’s more, we had been told by the client that the concept had already been launched to media at a broader press conference six weeks earlier.

So, how do you create a big national splash around a service that has already been launched?

Good question.

We had to think quickly.  We needed to deliver an impactful national launch within a two-week window.  No mean feat.

We knew, based on our research, that BT’s core audience was much older and weren’t particularly tech savvy.  They needed to be shown rather than told how Halo worked through real life usage, highlighting the many issues that everyday households face and how Halo would benefit them.

And…most importantly, we needed to demonstrate BT’s new jewel in the crown, the Home Tech Experts and how they provided a truly personalised service to customers.

We therefore devised a three-pronged approach:

  • Celebrity ambassador partnership to generate mass appeal
  • Hard-hitting news-based research to illustrate the problem and solution for consumers
  • Hard-working media relations to generate detailed coverage of Halo in consumer affairs and consumer technology pages.

Results showed KPI were smashed with blanket coverage at launch totalling 119 pieces, across national titles including Daily Mail, Daily Mirror, Daily Express, The Sun and on the PA. Not to mention the all important business objectives being exceeded with 100,000 Home Tech Expert visits in the first two months and 6m sign ups to the Halo broadband proposition in the first two months.

pieces of coverage including 9 national and over 60 broadcast pieces

.6m sign ups to BT Halo

Over
Home Tech Expert visits in the first 2 months

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