Magazine article Marketing

Golden Jubilee Awards 2009: Brand Revitalisation B2B

Magazine article Marketing

Golden Jubilee Awards 2009: Brand Revitalisation B2B

Article excerpt

WINNER

Brand: BT Business

Agency: Swarm@RKCR/Y&R

A simple insight, articulated in a fully integrated campaign, has revitalised BT Business, and put the company in pole position to be the 'go to' brand for SME businesses.

Ads starring chef Gordon Ramsay and Dragons' Den entrepreneur Peter Jones (pictured, right) have helped to make the potentially dull subject of IT and communications more accessible to individuals working within companies.

The brief was simple: to make BT Business the preferred partner for SMEs, and secure the lion's share of a pounds 24.4bn marketplace. But to succeed, it needed to ensure that customers knew BT was more than a telecoms company and demonstrate that that they should choose BT above other suppliers in this space.

This was a challenge, given that SMEs do not find IT interesting so they do not spend much time thinking about it - until something goes wrong It is a drain on resources, both in terms of costs and people.

The strategy was to reverse the traditional model of communication in this sector. Instead of positioning BT and its solutions as the all-powerful catalyst for success in an organisation, Swarm planned a campaign that was based on an honest reflection of the benefit that BT's solutions can bring. …

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