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Ogres, Wizards and Robots Help BT Tell the Story of its Keep Connected Promise in Latest TV Ad Campaign


BT is celebrating its Keep Connected Promise to BT Plus customers with a multi-channel brand campaign featuring some fantasy video game heavyweights. BT Plus, the UK’s first converged fibre and 4G plan, comes with a promise to get customers back online quickly if they experience an internet outage, with the delivery of a 4G mini hub.

The television ad tells the story of a daughter arriving at her Dad’s place for the weekend, and we quickly discover that the two share a passion for video games and they’ve got big plans to conquer level seven of their favourite game for the weekend.

As the two of them prepare snacks for an evening of gaming, the ad reveals they’re not the only ones gearing up for a big night ahead. Characters from the video game are seen throughout the house getting ready for the games to begin.

A giant robot, a warrior queen, a wizard, a gremlin and a pair of ogre twins are just a few of the characters seen limbering up for the event. As the pair sit down to play, the motley crew of video game characters prepare to commence battle.

Disaster strikes when a lightning bolt knocks out the broadband connection. Faced with their big weekend plans being ruined, Dad saves the day using his BT Plus Keep Connected Promise to arrange the delivery of a back-up 4G mini hub to get them back online. The ad concludes with Dad and daughter reunited in the living room to continue their gaming adventures.

Dan Ramsay, Consumer Marketing Director at BT, said: “We know it can be an ogre of a problem if something knocks out your broadband connection, but thankfully with BT Plus and our unique Keep Connected Promise you don’t need to be a wizard to get your family back online quickly. The campaign shows customers that if there’s ever a problem with their broadband, we’ll send them a 4G mini hub on us to get them back online until we fix the problem. If they have mobile with us too, we’ll also give them unlimited data on all the mobiles on their Plus account within an hour of reporting the fault.”

Supported with a multi-million-pound investment in placement, the television advert will launch on 2nd November alongside out of home (OOH), digital out of home (DOOH), press, radio and digital and social channels.

The campaign begins with a 40 second TV ad that will launch on Friday 2nd November during Gogglebox, Big Brother and on Video On Demand. The new creative from BT will also be seen on air during X Factor this weekend. The campaign was developed by BT’s advertising agency AMV BBDO. BT’s media buying agency, Essence, has led the investment in placement.

Click here to view the advert.

About BT

BT’s purpose is to use the power of communications to make a better world. It is one of the world’s leading providers of communications services and solutions, serving customers in 180 countries. Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to its customers for use at home, at work and on the move; broadband, TV and internet products and services; and converged fixed-mobile products and services. BT consists of four customer-facing units: Consumer, Enterprise, Global Services and Openreach.

For the year ended 31 March 2018, BT Group’s reported revenue was £23,723m with reported profit before taxation of £2,616m.

British Telecommunications plc (BT) is a wholly-owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group. BT Group plc is listed on stock exchanges in London and New York.

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