BT's Top Tips on Tech wins Campaign of the Year at The Drum's Social Purpose Awards
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.