BT launches multi-million pound campaign

BT is launching its biggest advertising campaign so far this year to promote its new broadband TV service BT Vision. The multi-million pound campaign features Kris Marshall as thirtysomething character Adam, who has been the face of the company’s advertising for the last 18 months.
Abbott Mead Vickers.BBDO has created two versions of the ad – one focusing on Adam and the other on his partner Jane, played by Spooks actress Esther Hall. They aim to highlight the “flexibility” of the BT Vision service, which combines on-demand content with Freeview TV channels.
BT Vision sales and marketing director Lib Charlesworth says: “We are bringing people entertainment on their own terms. The campaign spells out why BT Vision offers the best option – no matter what their mood or viewing occasion.
“BT is perhaps not known as being the most entertaining brand around so we had to move it on, but not too much. It’s important that all our marketing is entertaining.”
The TV campaign, which breaks on Saturday, will be supported by press, outdoor and digital ads.
BT introduced Adam at the end of 2005 (MW October 20, 2005) after appointing AMV to handle its £40m consumer account (MW June 2, 2005).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here