BT x IGN: Overpowered broadband for gamers

BT, a telco company, connected with gamers across the UK by devising a gaming tournament that showcased how BT broadband can help gamers win.

Campaign details

Brand: BTAdvertiser: BT GroupAgency: Essence, AnalogFolkCountry: UK

Campaign Overview

Gamers get the OP from BT

The broadband giant set out to show 2 million hardcore gamers that better broadband can help them win.

Strategy

BT Broadband has unbeatable latency. For serious gamers that's the difference between (virtual) life and death. Every millisecond of lag gives their opponents a crucial advantage.

Gamers are an important audience for BT. They're willing to pay a premium for quality broadband, but the brand hadn't spoken to them in a tailored way before and consideration was...

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