Fishburn Hedges and BT Business conceived and executed an innovative PR and marketing campaign to support the exposition of a new technology service for businesses at a
It is summer in the city. Workers’ thoughts turn to lazy days away from the office, soaking up the rays in the park or perhaps taking a trip to the coast. But work must carry on at its usual pace, deadlines must be met, and the constant demands of colleagues and clients must be satisfied. It was against this backdrop that BT Business decided to become a co-sponsor of
Challenges & objectives
The device was launched to the market in April, and BT Business was looking for an opportunity to capture the imagination of its target audience by bringing the benefits of the product to life.
While the smartphone has become a common part of business life, many small and mediumsized businesses are yet to provide the service to their employees, amid fears of high running costs and worries about work/life balance. The aim was to target potential business customers in an environment in which one would not normally expect to be able to keep in touch with the office, bringing the product to life in an imaginative and unusual setting and demonstrating the freedom and productivity benefits it facilitates. Because BT Business was sharing the sponsorship platform with other companies, the challenge was to ensure that the BT brand and messages about flexible working stood out in media coverage about the event, and that the activities on the BT stand enticed attendees to engage with the brand.
Planning and strategic approach
Research into a similar event in
Our strategy was to generate interest in BT’s presence at
Developing media collateral & stand activities
In advance, we commissioned omnibus research which identified that Londoners have lied about
being in the office when they have been elsewhere, providing a hook to demonstrate the ease with which workers can keep in touch with the office on the move using Office Anywhere. The launch press release focused on BT Business’s presence at
We designed and distributed paper and
We were also responsible for generating interest in the BT stand throughout the five days the event was running, some of which could be used for PR and case study purposes.
Activities were concentrated between and when most workers would visit the beach during their lunch hour, marveling at the spectacle of 300 tonnes of white sand in central
- “Beach Workers” – three actors dressed half in beachwear, half in office wear, would roam the beach distributing flyers about Office Anywhere and encouraging people to visit the stand;
-“Postcard from the Office” – beach-goers could have their photo taken with the beach workers, pretending to work in the mock office environment on the BT stand, and could then email them to friends. Emails included links through to the Office Anywhere section of BT.com;
-“Knock off early” – week-long competition to win Office Anywhere and a fully-catered afternoon meeting on the BT stand.
Media engagement commenced two weeks before the event to encourage early coverage
and journalist attendance:
A media alert was issued two weeks before
presence there to all
On launch day, a press release was issued about the research into Londoners’ lies to generate news interest;
A photo-caption story was released at the start of the week with a generic shot of people
working on a beach using Office Anywhere;
This was followed up with another photocaption story in the middle of the week with
a shot of BT Business’ “beach workers”.
Coverage was generated in our key
Whilst the event had 10 sponsors, BT Business was the only sponsor mentioned in all the coverage, all of which was positive;
The Independent, Evening Standard and London Lite all quoted BT as promoting flexible working.
Total opportunities to see reached 1,772,873;
Media briefings with technology writers took place on the beach, resulting in an opportunity
for a feature in Mobile Choice for Business;
News of BT Business’ presence at
70 sales leads were generated
More than 2,000 paper flyers and 120 mobile text flyers were distributed to business workers on the beach throughout the week, raising awareness of the BT Business brand and the Office Anywhere service.