BT launch new Home Hub with multi-layered media campaign
BT’s new ad campaign has a twist in store for viewers, with Adam, the character played by Kris Marshall, moving out of the home he shares with his on-screen partner Jane, for his dream job – putting the relationship under pressure and implying the couple’s separation.
BT pokes fun at a fictional rival broadband provider – Adam curses his new (non-BT) router, whilst he and Jane discuss their long distance relationship over IM, when he loses his wireless signal with Jane left wondering what their future holds. The advert leaves audiences wondering what will happen next – will they/won’t they stay together?
The ad takes the BT family in a new direction with the focus on communication in a long distance relationship; will love (and broadband) prevail?
BT is implementing a heavyweight media campaign to launch BT Total Broadband’s stylish new Home Hub. The sleek new design houses the latest ‘N’ standard wireless technology which gives up to twice the range of a router offered by any other UK broadband providers. As well as going further, customers get a stronger more reliable connection. A host of other new features have been incorporated into the distinctively curved new design – including a simpler set-up process, improved security and power-saving functionality.
The campaign rolls out from July 19, including TV, press, PR, outdoor, DM and online and is worth ten million pounds.
Key media launch activity encompasses:
TV - Continuing the hugely successful ‘trademark’ BT adverts, the new Home Hub advert will air on 19th July. The adverts are the creation of AMV who devised the initial ‘Adam and Jane’ advert storyline.
Press - Colour adverts produced by AMV highlighting the fact that the BT Home Hub now offers up to twice the range of all UK broadband providers, will be placed in all core titles to encourage national awareness of the new product and its benefits.
PR – Kazoo Communications will lead the PR activity announcing the new Home Hub launch to the media with an exclusive ‘House Party’ event on 14th July hosted by several well-known celebrity faces. Product placement, news and review activity will follow.
Outdoor – An outdoor campaign produced by AMV during August will sustain awareness of the new BT Home Hub, key roadside and rail side locations will feature the posters.
DM – Ogilvy One has created a major DM campaign highlighting the new hub’s superior range that gives a better wireless connection.
Online – BT’s online agency, Agency.com will implement an online campaign featuring a rotating BT Home Hub.
Matthew Dearden, marketing director, BT Retail Consumer says: “The new BT Home Hub is the most exciting development to BT Total Broadband so far this year; couple this with the most dramatic and powerful broadband advert we have made to date and you have all the components of a great and memorable campaign. The ad highlights the importance of a reliable wireless connection and leaves you at a crucial point in the Adam and Jane story wondering what will happen next…”
The new BT Home Hub will be available from the 18th July