press release

release detail

BT develops a new “lifestyle approach” strategy for BT.com

Broadband Life is the first area to launch

www.bt.com/broadbandlife

BT.com has changed the way it communicates with its customers online by helping them to understand how BT products fit into their lives. By tailoring products and messaging to individuals’ interests, and re-freshing the content to keep it inspirational with a consistent “lifestyle focused” visual, tonal and graphical language, BT.com helps customers understand how BT can improve their lives.

Customers are also shown how to get the most out of related products like BT Yahoo! Mail and online computer security with BT NetProtect Plus.

BT and LBi, the number one digital marketing and technology agency, carried out targeted customer research to find out how the online ex-perience could be improved for customers, allowing them to get more out of their relationship with BT. The research highlighted that existing customers would benefit from a better understanding of how BT's prod-ucts (including broadband services) could improve their lives. 

With this in mind, LBi developed a visual “lifestyle approach” strategy using consistent tone of voice, graphical language and lifestyle im-agery. The research also highlighted that customers wanted an area on the site dedicated to their individual needs, with easy access.  Once cus-tomers have installed BT Total Broadband and are connected to the Internet, their browsers will point them to the BroadbandLife site, where they can learn more about their BT products and how to get the most out of them.

Iain Preston, Client Director at LBi said: “Broadband Life represents an-other significant step for BT by helping customers get closer to its prod-ucts and the personality behind the brand. It was particularly exciting working with the BT Consumer Online team to shoot new images specifi-cally for the site, to help bring to life this new direction for BT’s service for existing customers.”

Sam Calvert, Head of Online Acquisition and Retention for BT, says: “Re-launching Broadband Life using a more emotional, home-based lifestyle approach is a huge step towards achieving our overall strategy on BT.com of providing a place where existing customers can understand, get help with and get more from their BT products. LBi has continued its great work with this approach to communications for our customers, delivering a photo shoot and site which truly expresses BT’s brand”.

About LBi
LBi is a global digital marketing and technology agency, blending insight, creativity and expertise to solve business problems. The largest  full service agency of its kind in Europe, LBi provides the full range of digital capabilities, including digital strategy, branded content, service design, media, CRM, technology, managed hosting and support services. The company employs over 1,600 professionals located primarily in the ma-jor European, American and Asian business centres including: Amster-dam, Atlanta, Berlin, Brussels, London, Milan, Mumbai, New York, Paris and Stockholm. LBi is listed on Nasdaq OMX in Stockholm and NYSE Euronext in Amsterdam (symbol: LBI). http://www.lbi.com

About BT
BT is one of the world’s leading providers of communications solutions and services operating in 170 countries.  Its principal activities are the provision of networked IT services globally; local, national and interna-tional telecommunications services to its customers for use at home, at work and on the move; broadband and Internet products and services and converged fixed/mobile products and services. BT consists principally of four lines of business: BT Global Services, Open reach, BT Retail and BT Wholesale.

BT is proud to be the official communications services partner for the London 2012 Olympic Games and Paralympic Games.

In the year ended 31 March 2009 BT Group's revenue was £21,390 mil-lion. British Telecommunications plc (BT) is a wholly-owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group.  BT Group plc is listed on stock exchanges in London and New York.
 
For more information, visit www.bt.com/aboutbt

Sarah Van Praagh
Head of Marketing and PR
e-mail sarah.vanpraagh@lbi.com
mobile +44 (0)079 7421 7812