BT & Google
Engaging and empowering SMBs across the UK through mentoring and training.
B2B/C Partnership Campaign
The business challenge
Google’s ambition to support UK SMBs was only matched by BT so, rather than compete, they partnered up. This ambition made sense internally within each brand’s CSR targets but wasn’t clear to customers or SMB owners looking to brush up on their digital skills. We needed a clear narrative, and a visual way to bring this to life.
Our creative translation
We delved into the audience profiles, the offerings to SMBs and the differences between the two brands to find a visual common space and a story that aligned for both parties. Working with a sprint methodology, our team kept momentum with changing requirements, providing campaign design and copywriting as well as casting and shooting a diverse group of SMBs.
The impact
As the first of many upcoming partnerships between Google and BT, this project delivery was a huge success. Its launch across social media, websites and BT Street Hubs has broken new ground, excited both brands with what is possible and created a blueprint for partnership branding projects going forwards.
“Untangling and solving this nuanced brief was an exciting challenge for the team. We are delighted that our work is a milestone in how Google and BT partner to support SMBs in the UK and we look forward to seeing the impact they can have together.”
Emma Sexton, CEO
Hands Down!
Other Work
Wilton & Bain
Reimagining a heritage brand
YouTube
Programme identity with global impact