Fresh Acclaim for Bluecube

Thursday, October 1st, 2009

Bluecube Interactive’s recent campaign for BT – The BT Experiment  -  stole the show at the UK’s ‘Fresh’ Digital Awards in Manchester last night, pinching the coveted “Freshest Big Idea” award from a field that included a host of top UK digital shops.

The Dublin and Belfast based agency’s unique ‘Engagement Idea’ saw Newry boy John Fitzsimons placed in a very public BT-powered environment – a retail unit in a busy Belfast location – 24/7 with only social media to interact with the outside world garnered huge online and off-line buzz over  it’s month long duration, turning John into a local celebrity and elevating the quality of the BT consumer offer in the process.

Heather Kennedy, Deputy Managing Director of Bluecube explained: “We pulled inspiration from reality TV, harnessed the power of social buzz and delivered a real time experience.  All these aspects made The BT Experiment truly compelling to the audience. We recruited from their ranks. And this in turn grew a passionate daily audience, who interacted directly with John, whose antics, perspectives and content formed the central element of the campaign’s story. All this was powered by BT products and technology – a point not lost on the audience”.

David Beck, Head of Marketing Communications, BT said: It’s a healthy barometer of the state of marketing in Ireland and a welcome endorsement of BT’s marketing engagement strategy on the Island of Ireland .

The campaign was notable for it’s all-Ireland transmedia strategy, while anchored and experienced online, the idea went ‘analogue’ with national media coverage from RTE, The Irish Times and UTV. Said Kennedy of Bluecube “By mashing up traditional media tactics with the emerging power of social media we delivered long tail engagement strategy that went beyond the traditional-digital creative divide – the idea came to life via this engagement, not simply brand messaging.”