Cementing BT as the communications partner of choice for the UK
Creative Studios | Tech & Telecoms
Results
10+ years
Worked with BT
Together with BT, we've got UK businesses' backs
As BT's strategic, creative and delivery partner for over a decade, we help them have the backs' of UK businesses and organisations, by making complex technology easier to understand.
In the past decade, BT, one of the UK's biggest business technology providers, has actively driven technological advancements from 5G to AI. And we've been by their side through it all, supporting them in the launch of new products, and empowering their partners and sales teams. Today, we help them to have the backs' of business across the UK. Seamlessly integrating with their operations.
The challenge:
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 challenge 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.
The Creative Focus Model in action:We leaned into GAIN’s insight, tools and expertise to understand how to motivate and inspire a workforce and change behaviour in a large organisation.
What we found was that action creates motivation, not the other way around. So we needed to start by celebrating the incredible actions they were already taking, and the impact that was having, to make them feel proud and motivated to keep building upon that.
Strategy:Remind everyone that BT do great work.
Creative idea:
Overnight BT’s people stopped working for a tech company and started working for a: Game-changing-deal-making-threat-defending-business-boosting-timezone-connecting-portfolio-pioneering-difference-making-team-building-dot-connecting-glitch-fixing-SLA-slaying-skill-boosting-industry-shaping business.
It was a complete reframe of what everyone did. A motivating, galvanising boost. 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 being reminded of just how brilliant they were.
Execution:
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.
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
The challenge:
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 challenge 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.
The Creative Focus Model in action:
We leaned into GAIN’s insight, tools and expertise to understand how to motivate and inspire a workforce and change behaviour in a large organisation.
What we found was that action creates motivation, not the other way around. So we needed to start by celebrating the incredible actions they were already taking, and the impact that was having, to make them feel proud and motivated to keep building upon that.
Strategy:
Remind everyone that BT do great work.
Creative idea:
Overnight BT’s people stopped working for a tech company and started working for a: Game-changing-deal-making-threat-defending-business-boosting-timezone-connecting-portfolio-pioneering-difference-making-team-building-dot-connecting-glitch-fixing-SLA-slaying-skill-boosting-industry-shaping business.
It was a complete reframe of what everyone did. A motivating, galvanising boost. 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 being reminded of just how brilliant they were.
Execution:
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.
In the past decade, BT, one of the UK's biggest business technology providers, has actively driven technological advancements from 5G to AI. And we've been by their side through it all, supporting them in the launch of new products, and empowering their partners and sales teams. Today, we help them to have the backs' of business across the UK. Seamlessly integrating with their operations.
