BT student ads preferred to Adam and Jane

BT claims its new TV ad series featuring students has achieved more cut-through than its long-running Adam and Jane campaign, despite initial concerns it could alienate older consumers.


The telecoms company says the student ads to promote BT Infinity achieved cut-through rates of 39%, matching the highest recall rates achieved to date with the Adam and Jane wedding campaign – the most popular of the previous series.

BT says the student series has also attracted more than 7 million views across social media, compared to the average of 50,000 it registered for its Adam and Jane spots.

David James, BT’s marketing director, told Marketing Week: “It was a big responsibility to change a six-year-long campaign and we were holding our breath to see how people would react.

“People were very fond of the old campaign but changing our direction has created a new energy in [viewers] and the messages we are putting across are coming through more strongly.”

Although BT initially worried about potential alienation of some of its audiences because the creative is skewed towards a younger generation, it has found the campaign to appeal across demographics.

Feedback from consumers has suggested they feel if the Infinity product is good enough for the high demands of students, it is good enough for their needs, James said.

He confirmed the series is for the long term, saying the next five to six iterations will do a better job of explaining why BT’s products and services are “superior” to its rivals.

BT is also set to further expand the character roles through social media later this year and is currently finalising scripts for its Olympic TV activity, which might also include the student trio.

As part of its sponsorship BT is running a series of events in London’s Hyde Park, Victoria Park and Trafalgar Square that will include music from acts such as Blur, The Specials and Tom Jones, large screens broadcasting the Games live and try-it-yourself sports like Zorbing.

BT reported a 4% revenue drop to £4.88bn in the quarter to 31 March, although profit before tax rose 13% to £690m in the period.

More than half a million of its customers now have the Infinity broadband product it promotes in the student ad series, up by 131,000 additions quarter on quarter.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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