BT turns bee threats into digital protection message

BT has launched its first major campaign since its brand relaunch in May, using the Behind Brilliant Things platform to highlight the online protection offered through its broadband services.

Created by Uncommon, the campaign focuses on how BT Broadband helps protect households from scams, malware and other online threats. The work will run across television, out-of-home, radio, social and digital channels in the UK, with media planned and bought by OpenConnect, part of WPP Media, and Posterscope.

BT campaign focuses on broadband protection

The campaign extends Behind Brilliant Things with a focus on Protecting Brilliant Things, positioning broadband security as part of the household connection. BT’s Hub Threat Protect and Cyber Threat Protect provide network- and device-level protection.

BT says Hub Threat Protect currently blocks more than 10.36 million threats each month, while Cyber Threat Protect has blocked more than 2 million threats since its launch. The campaign follows BT Broadband’s recognition as the UK’s best broadband by Ookla.

Helen Whetton, Brand and Marketing Director, BT: “Nobody understands and serves British communities quite like BT. Building on the hugely impactful BT relaunch earlier this year, this campaign celebrates the brilliant things those communities do every day, while shining a light on how BT Broadband helps households stay connected and protected. Our advanced threat protection combines Hub Threat Protect and Cyber Threat Protect, delivering network and device-level protection to help keep customers safer online and giving them greater confidence to get on with the things that matter most.”

Uncommon uses beekeepers to illustrate online threats

The campaign launches with a 30-second film featuring the Wharfedale Bee Keepers Association in Yorkshire. Shot in a documentary style, the film follows the group as its members deal with invasive hornets, using the protection of a beehive as a metaphor for BT’s approach to protecting connected households.

Josh Tenser, Executive Creative Director, Uncommon Creative Studio: "It’s a privilege to be rebuilding such an iconic brand by documenting modern British life in a new and cinematic way. We wanted these films to be the gold standard of “hard working” product messages by embedding them in soulful, visually stunning portraits of real British communities".

Campaign spans TV, OOH, radio and digital

The media strategy combines television, out-of-home, radio, social and digital activity to demonstrate the relevance of online protection to households across the UK.

Kate Rowlinson, WPP Media’s OpenConnect: “This campaign is all about making online protection feel real and relevant to households across the UK. By combining high-impact media with trusted environments across TV, OOH, radio, social and digital, we’ve been able to bring the risks that people face online to life, while showing how BT Broadband helps keep customers connected, protected and confident every day.”

www.bt.com

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