To introduce its new BT Plus plans, BT has a whole city in sync with New Order’s classic new wave track, Blue Monday.
The new brand campaign for BT Plus – which the company touts as the “UK’s first converged fibre and 4G plan offering customers the best connections in and out of the home” – features a woman, Heather, putting her jacket on to leave the house while streaming the catchy tune on a laptop in her bedroom. When she shuts the laptop to leave, the music continues to play as she strolls through the city.
As Heather continues her journey, she encounters people singing in sync to the song, cars and lights moving in time with the music and even a Weimaraner like the one from New Order’s iconic music video crossing the street.
Having arrived at her destination, the audience sees that Heather has been streaming the song on her mobile throughout the journey. As she removes her headphones, the music begins playing through her mobile and we see that the soundtrack to the ad has been streamed seamlessly from the same music video she began watching in her bedroom.
It’s an impressive display of choreography, editing and lip syncing, pulled off by BT’s ad agency AMV BBDO.
Dan Ramsay, consumer marketing Director at BT, said: “With the best of fibre and the best of 4G, BT Plus is the UK’s first truly converged service and this new campaign does a great job of illustrating how it will keep our customers seamlessly connected, whether they’re in or out of the home. All BT Plus customers will benefit from our Keep Connected Promise which uses 4G if ever our fibre broadband isn’t working as it should, so customers can be confident that they will always have a brilliant connection from BT.”
The fully integrated multi-channel campaign will run across TV, out of home (OOH), cinema, radio, video on demand (VOD) and social channels and will debut with the 60-second TV that launches today (8 June) during ITV 2’s Love Island. BT’s media buying agency, Essence, led the multi-million-pound investment in placement.