BT – DIGITAL VOICE ROLLOUT

BACKGROUND

BT asked ON to raise awareness of the UK’s move from analogue to digital landlines and to highlight support available for customers who may need extra support.

OUR THINKING

For this once-in-a-generation upgrade to future-proof UK landlines, our aim was to spread the message far and wide, aligned with the regional rollout schedule for vulnerable customers. We understood this would raise concerns within some communities, so we focused on providing clear facts and outlining the available support, positioning our BT spokesperson as a trusted industry leader. Broadcasting legend Moira Stuart played an invaluable role in reaching out to her peers, using her famously soothing voice to open doors to national programming and help amplify the message.

RESULTS

The campaign was a major success, reaching over 30 million listeners and viewers through more than 30 TV and radio programmes. Our TV coverage included BBC Breakfast, which featured the story in bulletins throughout the show and planned a follow-up segment on the upcoming changes. BBC Morning Live welcomed Moira Stuart for an in-depth interview, while ITV’s regional news network covered the story extensively.