Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

Summary

"The ability to change your TV pack every month was just not feasible in this industry… Now, if you have the family over for Christmas, you can just upgrade BT TV to get all the content you need to keep everyone happy, then change back the next month"

Claire Javeleau, Head of BT TV & Sport Propositions

2018. The sands of the Pay TV market were shifting: Netflix and Amazon stealing share from the established players, cord-cutting on the rise, consumer expectations evolving rapidly. Worse for BT, its TV service had an image problem – unknown, unloved, undifferentiated.

This...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands