BT is the UK’s largest network provider, with a workforce of thousands. So when they made a public promise to have the backs of every single business in the UK, they had to be sure their team could deliver on it. Our brief was to get each and every person in the organisation, inspired, empowered and ready to rise to the challenge, in a large-scale activation campaign that would touch every desk, device and depot.
We realised that if we wanted BT’s people to be the biggest champions for business, we had to champion them first. So we set out to showcase the incredible impact each and every one of them has within the organization, reigniting their pride and reminding them of the value they bring every day.
Overnight BT’s people stopped working for a tech company and started working for a:
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It was a complete reframe of what everyone did. A boost to the ego. A reminder of how big a difference every person at BT makes to UK businesses. And it was everywhere. Wall’s, floors, on their socials, even in the loo’s. It was impossible to move without a mood boosting reminder of just how brilliant they were. The campaign included:
Internal and external messaging guides that unpacked what ‘we’ve got your back’ meant department by department.
Staff photoshoot - putting real people at the heart of every single asset we created.
Launch films - setting the tone and boosting confidence from the get-go.
Site dressing - surrounding people with a daily reminder of how awesome they are.
Video content - giving some of BT’s brightest talent a moment in the spotlight to show how BT’s support for them means they can support their customers.
Internal comms - every newsletter and social post cementing our messaging and flying the flag for BT’s brilliance.
Sales activation - rallying everyone behind the campaign and building momentum and energy. Across hundreds of offices, large and small.
Sales enablement - making it easier for the people at the sharp end to have the backs of their customers when it matters.
We transformed five of BT’s largest hubs overnight, signaling a huge attitude shift the moment BT’s people walked into the building. Our two month long campaign influenced everything from HR and recruitment to sales and marketing, touching over 82,000 employees. Boosting morale, cementing everyone behind the new campaign and driving positive sales results.
“After the huge excitement and buzz of last week’s launch I wanted to get in touch to thank you for all your input and hard work.In particular, the efforts on the internal launch, from developing the creative concept and messaging to taking this out into so many touchpoints, photoshoots, film shoots and facing into the myriad of challenges of managing our in-office installation. I know a lot of thought went into this and you were on hand out-of-hours, so thank you!”
Head of Brand & Communications at BT
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