BT has launched BT Infinity, its new superfast broadband service from BT (www.bt.com/infinity), using a combination of digital marketing and social media. BT Infinity is up to five times faster than the standard 8Mb connections. Digital marketing and technology agency LBi has created engaging webisodes and comparative demos to dramatise the benefits of BT Infinity and support an ePR strategy.
The webisodes "Gossip Girl" and "The Grad" show the emotional benefits of BT Infinity to specific user groups in the fibre optic area. Through charming animations with quirky voiceovers, the videos explain how BT Infinity can make family or work life more seamless. There are also 6 further demos, executed in a simple stylised pink on black style, to illustrate the practical benefits of the product. This twin-pronged approach dramatises the proposition that BT Infinity gives you ‘the whole of the internet in an instant’.
There is also a social media strategy to support the phased roll out. This involves word of mouth activity to recruit advocates and influencers through BT.com. LBi created the front end design for pre-sales registration on BT.com. There is an eligibility checker to allow customers to find out whether they live in enabled areas. There is a planned bus tour around the UK to recruit advocates, who will blog, vlog, tweet, Facebook, Flickr and otherwise record their experiences with BT Infinity. This content will then be shared on BT.com in April. Up-to-date tour schedules, recruitment activities and user generated content will be surfaced on BT.com from Twitter, Facebook, Flickr and YouTube.
Digital marketing in support of BT Infinity will be combined with a heavyweight through-the-line campaign involving TV (launching on 20th March), press, outdoor and direct mail.
Andrew Pinkess, Client Partner at LBi for BT, says ‘this launch campaign for BT Infinity has given us the opportunity to bring together different aspects of our full service digital proposition in a way which really brings the story of superfast broadband to life. The combination of experiential marketing, video content and social media is absolutely right for this exciting new service.’
Ajay Joshi, senior marketing manager, BT, said “BT Infinity gives our customer the capacity and reliability they need, in an instant, allowing them to make the most of what the internet has to offer. We wanted to dramatise the benefits of BT Infinity and create a platform where people could get involved with our experiential activity and share the benefits and impact of BT Infinity.”
LBi is a global digital marketing and technology agency, blending insight, creativity and expertise to solve business problems. The largest genuinely 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 1,500 professionals located primarily in the major European, American and Asian business centres such as Amsterdam, Atlanta, Berlin, Brussels, London, Milan, Mumbai, New York, Paris and Stockholm. LBi is listed on Nasdaq OMX in Stockholm and NYSE Euronext in Amsterdam.
BT is one of the world's leading providers of communications solutions and services operating in 170 countries. Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to our 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
In the year ended 31 March 2009, BT Group's revenue was £21,390 million. 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
About BT Infinity
BT Infinity is available in two options:
Option 1 offers download speeds of up to 40Mbps and an upload speed of up to 2Mbps for £19.99 per month.
Option 2 offers the same download speed but increases the upload speed to up to 10Mbps, unlimited data subject to a fair-usage agreement and there's no set-up fee. Both contracts are 18 months long.