2022 Bronze B2B

Agency: Now and Essence

Client: BT Enterprise

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

Campaign Overview

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 price worth paying.

BT used the strength of its core products to shift brand perceptions that held the brand back. The three objectives were: to reverse decline in first-choice consideration from 28% to 31%; shift SME perceptions of BT's value for money; and target blended margin ROMI of £4 per £1 of media spend.

Creativity

The platform was ‘'All Business. No Drama.’

With an integrated approach, BT spoke directly to SMEs putting up with inconsistent connections. By elevating BT's unbreakable wi-fi, the creative showed that if the unthinkable happens on the country's most reliable network - the connection does break - customers can carry on working, without interruption.

A TV ad launched first, to drive reach across our audience and used gentle comedy inspired by Buster Keaton. It depicted target customer avoiding all manner of trouble by sheer good fortune, until his network dropped out. BT stepped up, keeping him seamlessly connected, so business didn't suffer.

Radio drove engagement with SMEs during their working day, so product proofs were communicated by undercutting the familiar trope of the dramatic voiceover. Print extended reach with an evolved brand look and feel, putting BT back on the map with businesses.

Results

The campaign significantly shifted perceptions of the BT brand among SMEs, demonstrating quality and relevance to them. The success of the initiative has precipitated a move to a stronger marketing effectiveness culture, hardwired into all commercial plans at BT Enterprise.

The estimated total margin ROMI for the campaign was an impressive £13.52 of margin for each £1 of media spend. In addition:

• First-choice consideration results were 67% over target, dramatically reversing the decline and achieving all-time highs

• Consideration climbed by seven percentage points among those who had seen the campaign versus those who had not

• BT shifted SME perceptions on all drivers of value for money - product and service quality rose by 22 points and brand trust increased by 11 percentage points

The Team

Now Advertising - Darren Burnett, Executive Strategy Director - Gabrielle Bell, CSO - Flora Joll, Strategy Director - Will Adam, Creative Director - Kelly St Lawrence, Business Director - Chloe Thompson, Senior Strategist - Katie Creighton, Business Director - Nilza, Dmello, Account Manager - Toby Fairclough, Client Services, Director - John Townshend, Chairman - Amy Emerson, Account Director - Kirsty Smith, Creative

Essence - Dickie Smith, Planning lead Essence - Emily Roberts, Media Planning Associate Director - Jameel Amini, Senior Strategy Director - James Wilkins, Client Director

BT - Luke Archer, Marketing Campaign Manager - Bruce Welland, Head of Marketing - Strategy & Performance - Adam Mills, Brand Strategy & Insight Manager - Lisa Chu, Marketing Effectiveness Lead - Louise Woodiwiss, Head of Marketing - Simon Till, Brand and Demand Generation Communications Director - Simeon Bird, Marketing Director