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BT
Christmas connections

Challenge

Building on the success of the BT ‘Be There’ Partnership earlier in the year, continue to build brand warmth, and a deeper emotional connection with BT's audience at Christmas time.


Solution

In a series of talking-head spots, well known faces; Clare Balding, George Clarke, Rachel Riley, Phillip Schofield, Christine Lampard and Rio Ferdinand, were asked to tell us their Christmas moments that matter to them; whether funny, emotive or heart-warming. These stories help build warmth and relevance to the BT target audience and make subtle cues to the range of BT technology that allows people stay in touch with those they love with the BT brand there to support.

Six different edits were launched on Channel 4, ITV and Sky, to run from the 1st December all the way through the festive period. These were supported by social activation on talent owned Twitter channels, with cut down assets linking through to the full stories on BT's owned YouTube channel.