The transition has already happened and we offer things that Sky doesn’t” Dan Ramsay, consumer marketing director, BT He said that he believes BT can cover 50% more of the market with a multi-brand offering, something it has leaned towards with its ‘quad play’ push in broadband, TV, mobile and home phone. BT’s push to be the go-to TV destinationĮarlier in the year, BT’s CEO Gavin Patterson admitted that the TV element of BT has been an issue, with Sky holding 75% of the paid-TV market. “One of the great things about marketing TV is that is so visually rich, allowing us to push the campaign through different mediums,” says Ramsay. The ad, which was created by AMV BBDO, is supported by an outdoor campaign, radio, digital and social media and aims to target people who haven’t heard of BT TV before. Ramsay says that success will be measured in a number of ways, including through sales, growth and awareness, and consideration among both existing and non BT TV customers. The TV ad shows programmes found on the company’s service, ranging from the Premier league on BT Sport, to drama Feed the Beast and children’s show Peppa Pig.ĭan Ramsay, consumer marketing director at BT, says that though the campaign follows on from a similar one in Spring, this multimillion-pound campaign is more about building on from the “success” of the original one. The campaign, which aired on TV on Saturday (24 September), promotes BT’s “rapidly growing” TV service, with OutKast’s ‘Hey Ya’ track as its soundtrack. In the last three years BT has transformed itself from contracting by 3% a year in 2013 to launching its biggest marketing campaign to promote its BT TV service.
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