BT has launched its first major brand campaign since the brand relaunched in May with “Behind Brilliant Things”, highlighting how the UK’s “best broadband” helps keep households across the UK protected, connected and confident online.
Created by Uncommon, media is being planned by WPP Media’s OpenConnect, with the campaign running across TV, out-of-home, radio, social and digital.
Expanding on the “Behind Brilliant Things” platform, the activity brings the role of broadband protection into sharper focus and shows how BT is ‘Protecting Brilliant Things’ for customers, keeping them safe every day from online threats.
With more daily tasks, entertainment, work, learning and communication taking place online, BT is positioning advanced protection as an essential part of a quality household broadband connection — not an optional add-on.
BT brand and marketing director Helen Whetton said, “Nobody understands and serves British communities quite like BT. Building on the hugely impactful BT relaunch earlier this year, this campaign celebrates the brilliant things those communities do every day, while shining a light on how BT Broadband helps households stay connected and protected.
“Our advanced threat protection combines Hub Threat Protect and Cyber Threat Protect, delivering network and device-level protection to help keep customers safer online and giving them greater confidence to get on with the things that matter most.”
Hub Threat Protect is currently blocking more than 10.36 million threats every month and Cyber Threat Protect having blocked more than 2 million threats since launch.
The activity is spearheaded by a 30s film, directed by Elena Heatherwick, which follows Yorkshire’s Wharfedale Bee Keepers Association as its members deal with the very real threat posed by invasive hornets.
Told through an authentic documentary style, the film uses one of the UK’s most passionate communities as a metaphor for BT’s advanced threat protection — drawing a meaningful parallel between protecting a hive and helping protect the connected home.
Uncommon Creative Studio executive creative director Josh Tenser commented: “It’s a privilege to be rebuilding such an iconic brand by documenting modern British life in a new and cinematic way. We wanted these films to be the gold standard of “hard working” product messages by embedding them in soulful, visually stunning portraits of real British communities”.
OpenConnect senior strategic leader Kate Rowlinson added: “This campaign is all about making online protection feel real and relevant to households across the UK.
“By combining high-impact media with trusted environments across TV, OOH, radio, social and digital, we’ve been able to bring the risks that people face online to life, while showing how BT Broadband helps keep customers connected, protected and confident every day.”
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