Broadband Life is the first area to launch
www.bt.com/broadbandlife BT.com has changed the way it communicates with its customers online by helping them to understand how BT products fit into their lives.
By tailoring products and messaging to individuals’ interests, and refreshing the content to keep it inspirational with a consistent “lifestyle focused” visual, tonal and graphical language, BT.com helps customers understand how BT can improve their lives. Customers are also shown how to get the most out of related products like BT Yahoo! Mail and online
computer security with BT NetProtect Plus.
BT and LBi, the
number one digital marketing and technology agency, carried out targeted customer research to find out how the online experience could be improved for customers, allowing them to get more out of their relationship with BT. The research highlighted that existing customers would benefit from a better understanding of how BT's products (including
broadband services) could improve their lives.
With this in mind, LBi developed a visual “lifestyle approach” strategy using consistent tone of voice, graphical language and lifestyle imagery. The research also highlighted that customers wanted an area on the site dedicated to their individual needs, with easy access. Once customers have installed BT Total
Broadband and are connected to the Internet, their browsers will point them to the BroadbandLife site, where they can learn more about their BT products and how to get the most out of them.
Iain Preston, Client Director at LBi said: “Broadband Life represents another significant step for BT by helping customers get closer to its products and the personality behind the brand. It was particularly exciting working with the BT Consumer Online team to shoot new images specifically for the site, to help bring to life this new direction for BT’s service for existing customers.”
Sam Calvert, Head of Online Acquisition and Retention for BT, says: “Re-launching Broadband Life using a more emotional, home-based lifestyle approach is a huge step towards achieving our overall strategy on BT.com of providing a place where existing customers can understand, get help with and get more from their BT products. LBi has continued its great work with this approach to communications for our customers, delivering a photo shoot and site which truly expresses BT’s brand”.
