BT launches campaign to ‘Prepare for the Best’

Financial services company BT has launched a new campaign created by Host carrying the tagline ‘Prepare for the best’.

The lead ad is set in a positive future with an elderly couple. The ad works backwards to present day with the couple getting younger until the moment they sign with BT.

See the ad:

Along with the TV ad are online videos designed to run on the company’s new website and through social media and includes interviews with BT employees discussing different services.

Host created the campaign with partners The Glue Society, production company Revolver with web and mobile by Sapient Nitro, media by MediaCom and PR by PEPR Publicity.

Mark Murray, the financial group’s CMO said the campaign was about getting Australians to start preparing for retirement now: “People know they need to do something but knowing where to start is the difficulty. This campaign recognises that Australians have many different moments in life and BT can help them get financially prepared.”

The campaign will run across the major TV networks and include sponsorship of Channel 10’s Masterchef: The Professionals. There’ll also be outdoor, print, digital, social media and PR.

Client: BT Financial Group
Creative agency: Host
Director: The Glue Society
production company: Revolver
Media agency: Mediacom
PR agency: PEPR Publicity
Web & Mobile: Sapient Nitro



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