To recognise BT people who have gone above and beyond to improve customer experiences, we created ‘legends’. This prestigious programme rolled out the red carpet and treated 12 brilliant people to a VIP day to remember. From the footage and imagery captured on the day, we created the campaign assets to really engage with the whole business. It instantly instilled pride and inspired other BT people to emulate the examples set by the legends.
An amazing brand experience for all
To recognise their work in improving the BT brand experience for customers, we gave the legends a wonderful brand experience of their own. They were treated as celebrities with an all expenses paid, VIP day in London. Dressed up in their finery, with professionally styled hair and make-up, they all felt fantastic – ready for their shoot with a photographer whose portfolio includes portraits of the world’s rich and famous for the New York Times.
Launch has been amazing. It’s so much better than I even thought it could be. We’ve smashed it and people love it.Pan-BT campaign manager
Styling the legends to look as glamorous as celebrities helped to bring their compelling stories to life across the campaign materials. A film to highlight their brilliant work, reached over 40,000 BT people globally and is in the top 25 films viewed internally, so it continues to inspire others.
Driving brand advocacy
The prestigious look and feel of the legends programme created a real buzz across BT, with thousands of views, comments and likes. And the legends themselves felt proud and honoured to be rewarded and recognised. The launch and success of legends, means that BT now have a great employee engagement platform through which they can motivate, engage and reward their people.
The feedback so far on legends is the best I’ve ever seen on any campaign.