ADWATCH: BT ads target businesses with hassle-free IT solutions - BT's latest TV ad campaign stresses the importance of no-nonsense approaches to business

BT pokes fun at New Age business trends that emerged in the 90s in

its latest advertising aimed at business customers. The campaign

represents St Luke's first work on the account, which it won from M & C

Saatchi in September. The ad has reached number 11 in this week's

Adwatch chart, recalled by 47% of consumers.



'Primal Scream', the 30-second spot that broke on November 7, features

colleagues sitting round the office in a circle in a therapy

session.



One of the women stands up and lets out a continuous scream, her face

gettings redder and redder as she lets out her frustrations. The

voiceover says: "To reduce stress you could try primal scream therapy.

Or you could try working with systems that are reliable and easy to

use."



The ad continues with another woman adopting an amusing pose as she

begins to scream. The endline reads: 'BT Business: Communications that

get results. Stress-free IT'.



Aiming to target information and communication technology (ICT)

stakeholders, each ad in the campaign juxtaposes whacky business trends

with BT, which is seen to offer a more practical solution.



Another execution in the campaign features staff sitting on bean bags,

with the voiceover: "To help your staff feel more at home, you could try

bean bags. Or you could encourage them to work from home." The strapline

'Work Everywhere' appears in this spot.



Other ads in the series feature a motivational guru and business

jargon.



According to St Luke's BT account director, Neil Henderson, the aim of

the campaign is to establish BT as a credible player in ICT and to show

that BT Business can provide the right connections to help businesses do

better.



BT's director of marketing services, Amanda Mackenzie, says: "The

campaign highlights that in the current economic downturn, there is a

need to get back to no-nonsense business and hassle-free information

technology. Customers need down-to-earth advice on how to perform

better."



The St Luke's campaign builds on its previous, well-documented corporate

campaign for BT, which featured individuals addressing an audience in a

huge Gladiator-style amphitheatre. The campaign used the strapline,

'Connections that get results'.



Marketing spend on the business campaign is thought to be in the region

of £15m. Press, poster, radio and online activity accompany the

television campaign.



TV buying is through The Allmond Partnership, press and radio buying is

through Zenith Media and media planning by PHD.



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