BT has launched its latest advertising campaign supporting its brand-new range of TV packages which provide customers with flexible access to the best in TV shows, movies and sport. The campaign launches with a 60 second TV advert that premieres on Friday 6 March during Channel 4’s Gogglebox.
The ad opens on the scene of a fed-up TV customer named Rachel, frustrated with paying for channels she doesn’t want to watch. The introduction of BT TV changes everything for Rachel, removing the barriers her TV set up has imposed, as she’s suddenly whisked off into a world of flexible TV packages and a TV experience like never before.
The ad follows Rachel as she goes beyond limits, dipping in and out of the huge range of content on offer with BT’s new TV packages. The viewer sees her go full throttle in the driving seat of a racing car, take on an alien in a sci-fi adventure, confront criminals in a dramatic crime drama finale and unexpectedly find herself donning a carrot costume in a children’s TV programme. Rachel’s whirlwind journey through all of BT’s new flexible TV packages ends with her taking a starring role in a romantic movie, culminating with a passionate kiss in the rain.
Alongside the TV ad, a disruptive nationwide cinema campaign will also launch on Friday 6 March. In a media first, movie-goers settling in to watch British comedy-drama Military Wives and Pixar’s latest fantasy Onward at Odeon, Cineworld or Vue cinemas will experience confusion when, at the end of the trailers, an unexpected movie starts playing. The two bespoke pieces of content will see a few scenes from alternative ‘movies’ play out (one western and the other sci-fi themed), capturing the attention of the audience before the actors turn to the audience and pose the question, “You’re not here to watch this are you?” highlighting the fact that viewers wouldn’t pay to watch something they didn’t want at the cinema, “so why put up with it at home?”.
The powerful campaign directly bringing to life BT’s new TV packages, offering customers the freedom to choose the TV shows, films and sport they want, when they want – with the flexibility to change their package every month. To further engage cinema audiences with this campaign, these ‘films’ will also be advertised OOH as film posters on digital screens in Vue cinema foyers.
The multi-million pound campaign also includes the takeover of seven major train stations with OOH showcasing the variety of content available in BT’s new flexible TV packages. The campaign will run at London Victoria, Waterloo, Kings Cross St Pancras, Birmingham New Street, Sheffield, Liverpool Lime Street and Manchester Piccadilly stations.
Pete Jeavons, Director of Marketing Communications at BT and EE said:“This campaign is intended to showcase the flexible options and breadth of content that our new TV packages provide. We know that customers’ lives and TV viewing habits don’t stand still for 24 months, so why should their TV? This is why our new TV packages bring together the widest range of award-winning shows, movies, and the best live sport – all with the flexibility to change your subscription every month. With BT TV, you can be a part of the action as and when you want, like never before.”
BT launched its new TV packages last month to offer the UK access to the widest choice of the very best TV shows, films and sport available. The new 24-month flexible TV packages were introduced together with a pick of content add-ons to help customers choose the right TV line-up that best suits their needs. With package prices starting at just £10 a month, customers have the flexibility to upgrade, downgrade, and add-on to enable their TV to adapt to changing lifestyles month-to-month.
Customers can watch Sky Atlantic, hundreds of box sets, the latest must-see movies and live sporting action on Sky Sports all from NOW TV, BT Sport in 4K, Amazon Prime Video and Netflix in 4K – all in one place; one box, one remote and one bill.
The advert was developed by BT’s advertising agency, Saatchi & Saatchi London and the cinema campaign was created by Digital Cinema Media’s (DCM) creative arm, DCM Studios and Recipe.