BT lifts the curtain on new martech platform with biggest B2B multichannel campaign to date

“BT Means Business” brand positioning sees UK telecoms giant reach out to business owners with a new platform to allow them to create and measure all their digital advertising.

BT Means Business

BT Enterprise has launched a new brand platform with the biggest B2B multichannel campaign in the telecoms giant’s history. 

Developed with creative agency NOW, the campaign sees BT unveil a brand positioning – “BT Means Business” – to engage with an audience of business owners. 

The integrated campaign has launched with high-impact TV spots shot in a documentary style and starring genuine business owners, including a dog groomer, decorators and chefs.

 

The brand push highlights BT’s Digital Marketing Hub, a new platform for small businesses that allows them to create and measure their digital advertising, including publishing Facebook, Instagram and Google ads, in one place. Customers will find it easier to find and market themselves to new customers, BT said.

Repositioning to be “business-first”

Simon Till, Brand & Demand Generation Director, BT, said: “This is a huge moment in the BT brand’s 42-year history. We are repositioning BT as a ‘business first’ brand.

“The new “BT Means Business” brand platform neatly signposts two things; firstly, that we’re focused on the business market, and secondly, we really mean business when it comes to helping our customers succeed. Our ambition is to help them achieve their ambitions.”

The TV spots are paired with recognisable music tracks, including Groove Armada’s ‘Superstylin’’ and Missy Elliott’s ‘Work It’, to communicate the energy business owners have for their work. Supporting print and digital imagery aims to reinforce the individuals skills’ in their chosen field appear in print and digital.  

The campaign is active across TV, social channels, radio, broadcast video on demand and out-of-home, with media planning and buying by Essence.

Louise Hayward, CEO, NOW, said: “We’re hugely excited to unveil this new campaign, which showcases the way businesses can achieve the incredible when powered by BT’s technology. 

“To bring this to life, we shot our TV spots with real small business owners, documentary-style, celebrating their passion and expertise, and the way in which the BT Digital Marketing Hub gives them more time to focus on what they do best.”


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