BT launches a new “POWERFUL Wi-Fi” campaign for the Smart Hub

Nov 02, 2016 12:24 GMT: BT is launching a new experiential “POWERFUL Wi-Fi ”campaign to highlight the benefits of the BT Smart Hub. The BT Smart Hub offers ‘The UK’s most powerful wi-fi signalvs. major broadband providers’ and lets consumers enjoy faster wi-fi in more rooms.

This latest campaign brings to life how the power of the BT Smart Hub can cut through interference to let you easily play, stream and connect, in more rooms around the home. The new campaign will include a vinyl and a projection which depicts the powerful wi-fi signal from the Smart Hub breaking down the wall of the side of a house, revealing the rooms and the family within, all using devices that rely on strong wi-fi to make them work. The vinyl will appear on the side of residential buildings in newly enabled fibre areas in the UK which will catch people’s attention and stop them in their tracks.

BT will also be beaming a series of experiential projections between 5pm and 10pm at three locations in the country - Bullring, Birmingham on 2 November, King’s Cross station, London on 4 November, and Buchanan Street, Glasgow on 7 November. The projections will show in motion the power of the wi-fi signal whilst highlighting the benefits of the new BT Smart Hub. Members of the public will be invited to interact with the BT Smart House projection and play pre-recorded scenes that demonstrate in a theatrical way the consumer benefits of the BT Smart Hub. There will also be a competition running on the day to win exciting prizes. Passers-by will see into the house of a modern family who are getting the most out of their devices through the BT Smart Hub and the UK’s most powerful wi-fi signal vs. major broadband providers, in a humorous way that offers both surprise and delight.

Dan Ramsay, BT Consumer marketing director, says: “We wanted to build on the success of our recent TV campaign for the new BT Smart Hub. This new experiential campaign will take the benefits of the BT Smart Hub directly to consumers and brings to life how the power of the BT Smart Hub can break through interference to give them a powerful wi-fi in their home”

This idea has been extended into out of home, door drop and also social media - all of which show the wi-fi signal breaking through a wall into the room next door. A custom post has been created to share on Facebook. It features a video that looks as though the bottom post is breaking into the creative of the top post because the wi-fi signal from BT Smart Hub is powerful enough to break through anything. BT content will display on the other side of the wall once the wi-fi has broken through to demonstrate the power of the BT Smart Hub. This post will be promoted by media to target a modern family audience.