BT's Top Tips on Tech has been recognised at this year Social Purpose Awards by The Drum - winning Campaign of the Year (for profit). The awards celebrate the people and brands that are making socially responsible marketing for a better world.
As the UK plunged into lockdown, the digital divide became one of the most pressing social issues of our time. BT realised it had a powerful role to play in providing people with the skills they needed - guiding them through the digitally dependent world of Covid-19. BT, ITV, Essence and Saatchi & Saatchi came together to make sure people didn’t feel alone when it came to tech.
The activity launched on April 16th, with Clare Balding explaining step-by-step how to use WhatsApp – everything from how to download the app, to how to set up a group chat, share voice notes and video call.
With 12 celebrity videos in total, over the coming days, viewers saw TV presenter Rylan offering an introduction to podcasts, broadcaster & author Fearne Cotton offering tips on using online services to help with physical and mental wellbeing while David Walliams helped with Homeschooling, among others.
The TV campaign was supported with a media plan to reach all age groups including print, for older and more vulnerable audiences, radio, as well as 10-second TVCs across TV, social, and YouTube, and PPC, which directed people to the tutorials online. 64% of UK adults saw at least one ad, 5.76 million learned/did something new because of the campaign. What the judges said:
"This campaign addressed the digital divide in a way that was a natural fulfilment of the brand's long term commitment. The levels of commitment and execution achieved within three weeks of lockdown were impressive, and really helped position BT as a 'public service', not just tech provider."
Visit The Drum to see more on the winning entries.
