Millions of customers. Brand new technology. One integrated program built to educate, engage and convert at scale.
The challenge
With BT launching new technology into the market, the requirement was to develop a product proposition that would connect with customers and deliver campaigns at a scale capable of reaching millions of people, efficiently and across multiple channels.
The approach
Understanding customers first
To refine the product proposition and campaign messaging, customer focus groups were used. This research was central to ensuring the messaging would land, translating new and unfamiliar technology into clear, relevant and compelling language that customers could understand and act on. The proposition that emerged was built on genuine customer insight, giving the campaigns that followed a solid and credible foundation.
Integrated campaigns at scale
Integrated campaigns were developed and launched across multiple channels, reaching millions of customers across the UK. The scale of the program demanded precision in planning, coordination and execution, with every channel, message and piece of creative working together to deliver a consistent and coherent customer experience.
Education was as central to the campaign as conversion. Given how new the technology was, campaigns were designed to not just drive purchase intent but to build understanding, moving customers from awareness through to confidence and action.
Introducing new digital channels
To support the scale of the program while maintaining cost efficiency, new digital channels were introduced as part of the go-to-market approach. These channels gave customers the ability to find information, explore the proposition and make purchase decisions independently, reducing friction in the buying process and enabling the campaign to reach and convert customers at a volume that traditional channels alone could not support. Digital became a critical enabler of both scale and commercial performance.
Preparing the contact centre
Running alongside the customer-facing campaign was an equally important internal program. The contact centre needed to be fully briefed and operationally ready before campaigns broke. This meant developing clear, accessible information about the new proposition and ensuring advisors had the knowledge and confidence to handle enquiries and convert sales from day one.
The outcome
A successful market launch that demonstrated what large-scale, integrated marketing can achieve when every element is aligned. A proposition shaped by customer insight, turning unfamiliar technology into something customers understood, wanted and bought.
Campaigns reaching millions of customers were delivered with the precision and commercial discipline that BT's scale demands. New digital channels improved efficiency and gave customers a seamless path to purchase. And a prepared contact centre meant the business was ready to meet customer demand.