BT has launched its biggest TV advertising campaign for 20 years’ in the hope it can link-up all the network and brand assets in pursuit of the convergence business.
The new campaign, running across all available channels, will hopefully build the foundations to reinvigorate an ageing BT brand and push towards creating a new business model, heavily relying on the new ‘Halo’ convergence product.
More than three and a half years after acquiring the EE business, BT is getting down to the difficult work of making sense of the business. The expensive and questionably beneficial venture into TV proved to be a useful distraction for the team, though now it seems it is making progress on validating the £12.5 billion deal which brought the mobile giant into the group.
“Today’s launch of the ‘Beyond Limits’ campaign represents a real shift for BT, inside and out,” said Marc Allera, CEO of BT’s Consumer division.
“Our presence and scale across the UK means that we have an opportunity and responsibility to go further than ever to connect more people and businesses across the UK, help them make the most out of the technology they have, and equip them with the skills they need to shape the future. This campaign represents just that, a bold step into the future, helping people to break down barriers and realise their potential.”
The TV ad follows the story of a young girl as she travels through modern Britain to reach her classroom of the future. This aspect of the campaign draws attention to the innovations which are made capable as future-proofed networks, both 5G and full-fibre, are rolled out through the country.
While this aspect of the campaign does not pay too much homage to the wider scale of the BT business, it does draw attention to the digital skills and education campaign which the team has launched.
Alongside this TV campaign, BT will also brand all of its EE shops with the BT branding and will sponsor all four football unions representing the members of the UK. The BT business does need a brand refresh, it needs to be presented as a modern company in the same way Three and O2 has done in recent years, though we will be curious to see how these campaigns aim to marry the different assets in the mind of the consumer.
If you look at the assets which the UK telcos have at their disposal, BT should theoretically be untouchable. The largest mobile and fixed networks, a wifi footprints with five million access points and a new TV proposition, behind schedule currently but should be launched in the New Year.
The new BT brand is a good start, offering the company a fresh start, but soon enough someone will have to make the brave decision to retire the EE brand, as well as the expensive brand marketing campaign fronted by the likes of Kevin Bacon and Britney Spears. Not only is running two advertising campaigns very expensive, the perseverance of a multi-brand strategy does not help the push towards convergence.
Hopefully this is the first step in this journey forward. A significant brand marketing campaign will refresh the brand and drive towards repositioning the BT business. The TV ad does encourage the association with BT and future-tech and does provide the foundation to build bigger and better things. However, the team will still have to tackle the complicated job of marrying all the connectivity and entertainment assets into a single, bundled proposition.