BT Fusion

BT Fusion

When BT launched a new proposition called ‘Fusion’ their main objective was to educate consumers about the concept. In doing so they aimed to drive BT’s brand position; helping customers by communicating money saving offers, whilst positioning themselves as intelligent, offering good value and an innovative mobile phone service.

How we delivered

By using our multi-platforms we offered BT access to 1.3 million affluent Londoners through ES Magazine and thisislondon. Whilst ES magazine provided the ideal environment for reaching people in their personal time, thisislondon focused on reaching the secondary target audience through the entertainment content. With over 1,200 BT Openzone Hotspots in London, we felt we could deliver a personalised and more specific message to busy Londoners about BT Fusion’s offering.

Our Idea

An advertorial naturally lent itself to delivering the objective of educating consumers, standing out from traditional advertising by stimulating our credible editorial content.

Within ES Magazine we ran 2 advertorials over the course of 2 weeks which delivered the different benefits of BT Fusion. The content of the first advertorial talked to Londoners about the favourite places in the city and use this as an example of where the BT Hotspots were located and how Wi-Fi can help them when they are on the go. The copy showed a woman on the phone by Westminster which is one of the key BT Openzone cities. The second concentrated on the benefits of BT Fusion in the home and how it can help you save money.We extended reach of press activity through online which offered more detail the products and the financial benefits.

We also created a microsite to offer our readers more entertainment content which was specific to Londoners on www.thisislondon.co.uk/fusion - 5 points of interest for selected geographical hotspots under the following categories "Eat" "Explore" and "Drink" (within 5 mins walk of the hot spot locations) enabling users to explore new places. BT were provided with prominent links from homepage and other relevant channels to the Fusion content to drive traffic.

The Results

We obtained a higher than average level of response from tagging the activity in ES Magazine but thisislondon.co.uk recorded an impressive 21,451 unique visitors on the microsite.

They made 65,549 page impressions (approx 3 pages per user). Most interesting was the CTR for the banner activity that supported the microsite.

The best performing format achieved a very credible 2.15% click through rate (industry average is 0.1%).