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).


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