BT Black
Client: BT Tags: Video, Viral Marketing, Website
The Brief
BT was struggling to communicate to the youth market. The ‘hard sell’ wasn’t working. We needed a voice and presence that spoke of modern youth culture, to give a flavour for what’s out there and to indirectly showcase the BT brand on a fresh platform. Interaction, innovation and engagement were the key drivers. We wanted the tempo of MTV, but with an edge of revolution and change. The objective was to showcase a number of trends which have grown online, focusing on the entertainment value of broadband and its influence on the younger audience.
The Solution
We developed a concept based around recent urban trends. Fresh, creative, upbeat and daring - these projects inspired the style and tone for BT Black. The content was on the pulse of today’s youth market. We developed sleek, clean designs and relevant content, housed within a uniquely interactive 3D portal that guaranteed engagement and user reward. Video content was rendered on revolving panes with fluid controls and a style that reinforced BT’s understanding of the web. Adhering to web 3.0 rules, where TV and web broadcasting are fully converged, the video content was produced in full HD with a viewing portal that was a high performance and stylised media control room.
This project was recently recognised and won ‘Freshest Brand Building Using Digital Channels’ at the UK and Ireland Fresh Digital Awards 2008.