The launch is part of BT’s increased focus on the SME segment – a plan which includes spending significantly more on marketing under the new “All Business. No Drama” vehicle.
It capitalises on its new hero propositions such as 900Mbps Full Fibre, and Unbreakable Wi-Fi, and the UK’s first ‘unbreakable’ Wi-Fi package for micro-businesses, offering connection, coverage, and customer service guarantees.
The new platform will inform all future communications for the B2B brand, aiming to demonstrate that BT’s business products offer the most reliable connectivity and coverage in the UK, and to establish the brand as the perfect partner for SMEs.
As part of the campaign under the new positioning, NOW and BT have created a 30-second TV spot.
In a modern take on old-fashioned slapstick and physical comedy, the ad follows the owner of a glassblowing studio as he narrowly avoids potential everyday dramas happening around him. The studio owner’s working day is “All Business. No Drama”, thanks to BT Halo for business, which gives him unrivalled connectivity, with a connection that never slows and never stops.
The TV ad, which was inspired by the films of Buster Keaton and Charlie Chaplin and features real glassblowers from a small glassblowing factory in South London, uses a mix of in-camera and special effects.
As well as TV and print, the push will also run across VOD, digital and social channels.
“We know that SMEs are currently living in a world of uncertainty, so this clever campaign aims to show how BT Halo for business offers them reliability, value for money, and expert support when they need it. Our connectivity solutions make business life truly drama-free” said MD, Commercial and Marketing for BT's Enterprise business, Chris Sims.