BT has today launched its biggest brand campaign in 20 years as it seeks to position itself as a conduit towards breaking down barriers between families and communities.
Saatchi & Saatchi were commissioned for Beyond Limits to reflect the evolving nature of the business via a full brand relaunch, a new brand identity digital, PR and social, OOH activation, community engagement and launch activations.
The flurry of activity centres on a new TV campaign which pays homage to the Charles Dickens Classic, The Tale of Two Cities, by following a young girl on her travels around Britain to witness how technology can shape a better future.
Marc Allera, chief executive of BT’s consumer division said: “Today’s launch of the ‘Beyond Limits’ campaign represents a real shift for BT, inside and out. Our presence and scale across the UK mean that we have an opportunity and responsibility to go further than ever to connect more people and businesses across the UK, help them make the most out of the technology they have, and equip them with the skills they need to shape the future.
"This campaign represents just that, a bold step into the future, helping people to break down barriers and realise their potential.”
BT is in process of significant change having abandoned its central London HQ and slashed its headcount to cut costs.