999 Design develops global comms for BT campaign
Next month 999 Design will roll out the second phase of its global BT My Customer campaign.
The branding of the BT My Customer campaign is centred around music (Desmond Dekker’s international hit ‘You can get it if you really want it’) and the fun of a festival with bunting, VIP badges, invites, competitions and study cards.
999 developed a YouTube-style film of BT staff and customers in a variety of locations and settings singing along to the famous songs used throughout the campaign.
To bring the campaign to life further, 999 created a facility allowing all BT employees to record and upload their own version of the song.
Separate to the online activity, 999 also created a suite of printed road show materials that included giveaways (t-shirts, notebooks and stickers), exhibition stands and case studies, which were in the style of VIP backstage passes.
Gavin Clark, managing director of 999’s Glasgow office, which worked on the creative brief, said: “We were delighted to be chosen to develop the creative strategy and concept for the My Customer campaign. It’s great news that, after the first phase, it has produced real results for BT and we’re delighted that we’ve been retained to roll out a whole array of new projects over the next 12 months.
“This is an exciting project to work on because the concept we’ve developed is reaching thousands of people across numerous countries and language barriers, and the entire programme is being delivered through online and digital communications.”