‘BT Means Business’ in Biggest Ever B2B Campaign from BT Enterprise

BT Enterprise has unveiled a new brand platform, 'BT Means Business', supported by our biggest multichannel campaign to date. The push, which is the biggest B2B campaign the brand has ever launched, was developed in partnership with creative agency NOW.

BT Group is evolving its brand portfolio, making BT the flagship brand for Enterprise and Global – a dedicated brand for business and public sector customers across the UK and globally.

The new campaign, developed by NOW, sees BT debut a new “business-first” brand positioning, “BT Means Business”, as it seeks to promote itself as the tech partner that makes UK businesses better. The push aims to engage with an audience of business owners who are working to drive change and make their mark on the world.

NOW’s launch campaign for the new brand platform is based on the insight that businesses succeed thanks to the drive and determination of people in them. And they need a partner whose ambition matches their ambition. A partner who is with them step-for-step and shares in their determination to succeed.

The new push centres on BT’s Digital Marketing Hub, a new service that makes it easier for small businesses to find and market themselves to new customers. The platform allows businesses to publish Facebook, Instagram and Google ads and measure them all in one place, with the fully supported tool.

The integrated campaign launches with a series of high-impact TV executions, showing businesspeople doing what they do best. Shot in a documentary style, the spots star genuine business owners, including a dog groomer, decorators and chefs.

This footage is paired with much-loved high energy music tracks, with lyrics neatly complementing the on-screen action, such as Groove Armada’s “Superstylin’” and Missy Elliott’s “Work It”, which help to communicate the passion business owners have for their work. Thanks to BT’s Digital Marketing Hub, they can focus on running their business, while the Hub helps them find new customers.

In print and digital, heroic imagery reinforces the small business owners’ moments of craft.

Campaign activity is running across TV, BVOD, radio, out-of-home and social channels. Media planning and buying is by Essence.

Simon Till, brand and demand generation director, BT, said: “This is a huge moment in the BT brand’s 42-year history. We are repositioning BT as a ‘business first’ brand.  

“The new “BT Means Business” brand platform neatly signposts two things; firstly, that we’re focused on the business market, and secondly, we really mean business when it comes to helping our customers succeed. Our ambition is to help them achieve their ambitions.

“The energetic new advertising campaign shows that BT’s Digital Marketing Hub makes advertising your business simple. That frees up business owners to spend more time doing what they love, while we help them find people who love what they do.’ 

Louise Hayward, CEO, NOW, added: “We’re hugely excited to unveil this new campaign, which showcases the way businesses can achieve the incredible when powered by BT’s technology. To bring this to life, we shot our TV spots with real small business owners, documentary-style, celebrating their passion and expertise, and the way in which the BT Digital Marketing Hub gives them more time to focus on what they do best.

“This is just the start of a new chapter in this incredible brand’s story, and we’re massively proud to be part of it.”