BT Business launches ITS ‘#seewhathappens’ campaign

BT Business has launched a new digital-first campaign celebrating the power of relationships in business.

Developed by creative agency Now, the new campaign is designed to raise brand awareness and connect with the audience on a more emotional level, by celebrating the power of relationships in business and the role of communication and BT in creating them. It also seeks to enable a more collaborative British business community, encouraging conversations between businesses and supporting them in making their own connections.

The campaign, which runs from September 2015 to March 2016, was planned and bought by Maxus and uses a digital-first strategy across online video, social and display, driving to a new “Brand Hub” on BT’s website, bt.com.

With technology firmly at the heart of business communications, whether you are a start-up or a multinational company, the campaign’s short brand film, created by Now, visualises the magic that happens when people connect and will be featured on YouTube business channels.

The dedicated hashtag will be appearing across Facebook, Twitter, and LinkedIn organically, as well as using paid search. The video and the hashtag will also be used more widely in targeted display advertising in national and business publications.

BT Business has also partnered with The Daily Telegraph, and the campaign will be featured both online and in print. The partnership will bring the campaign message to life through five unique regional face-to-face networking events. The collaboration was conceived, negotiated and managed by Maxus Partnerships.

Claire Sadler, marketing director, BT Business, said: “The #seewhathappens campaign is the first digitally-led brand campaign that we have launched. UK businesses are increasingly reliant on technology and we wanted to highlight and celebrate all the brilliant ways that technology can help build connections.

“Relationships are everything in business and customers are demanding increasingly more from brands and services. Technology helps on all fronts – whether that’s forming or building relationships with customers, suppliers or partners, fostering new ideas or dealing with customer queries or orders more quickly. At BT we want to help customers get the most out of technology and use it to create more possibilities for their business.“

Ben Stewart, planning director, Now, said: “We wanted to capture the anticipation and sense of potential that comes with those connections. These are the moments that business customers talk about with a lot of passion.

“The campaign as a whole celebrates this, highlighting the role that BT can play as well as creating tangible ways to foster greater collaboration amongst British businesses.”

Joe Williams, account director, Maxus Partnerships, said: “BT Business is the leading communications and IT provider for businesses within the UK. The #seewhathappens campaign aims to highlight the importance of the connections that BT Business provides for its customers every day.

“The Daily Telegraph was the perfect fit for this campaign as it is a highly respected news brand within the SME community. The regional events based on area-specific research highlight how BT is putting the needs of their customers first.”

All of BT Business’s agencies, including Maxus, Ogilvy One, Sideshow and Brand X PR, worked with Now on the development, execution and delivery of the campaign.

For further details about the #seewhathappens campaign, visit: bt.com/seewhathappens.