BT claims technology vanguard in M&C ads

By JOHN TYLEE, campaignlive.co.uk, Friday, 17 September 1999 12:00AM

BT is targeting business leaders for the first time with advertising that aims to position it at the leading edge of the communications revolution.

BT is targeting business leaders for the first time with

advertising that aims to position it at the leading edge of the

communications revolution.



The press, poster and radio campaign also marks M&C Saatchi’s debut for

the corporation since joining its agency roster in February.



The advertising, under the theme ’you can’, complements the Abbott Mead

Vickers BBDO ’stay in touch’ campaign featuring the friendly alien,

ET.



Both are designed to change the image of BT to more than just a

telecommunications company. While AMV’s work targets the mass market,

M&C Saatchi has been briefed to present BT as a problem-solver for

business.



It is the second stage of a major repositioning by BT which is planning

to tackle the youth market soon.



Angus Porter, BT’s marketing director for the UK, said: ’Board directors

and heads of large organisations are a major audience for BT. Our

research shows they trust our brand yet many are unaware that we’re

driving ahead in the data solutions and internet telephony market.’



The advertising kicks off this week with teaser posters on 500 key sites

across the country. They will be followed up next Monday with new

posters supported by press advertising in national broadsheets and

business titles and on Classic FM and London News.



The ads were written by Simon Dicketts and art directed by Fergus

Fleming with photography by Jerry Oke.



BT executives claim the strong and simple ’you can’ message will work at

two levels. Not only will it communicate BT’s ability to deliver the

complete range of communications solutions but alert board directors to

the ways in which BT’s state-of-the-art technology can transform their

businesses. Online, PR and direct marketing will support above-the-line

activity.



M&C Saatchi’s work is the result of its brief to refocus the earlier

’work smarter, not harder’ campaign that ran through AMV two years ago

to promote BT’s expertise in a range of services from data management to

consultancy.



This article was first published on campaignlive.co.uk

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