BT London 2012
A four-year programme to promote BT's sponsorship of the London Olympics
As the telecoms partner for the London 2012 Olympics, BT faced two major challenges leading up to the global event. They needed to build the most advanced and expansive digital infrastructure ever while also maximizing the impact of their sponsorship to ensure their efforts and financial contribution were widely recognized. However, with a relatively modest budget, achieving maximum exposure was no small feat.
Project
Branding, campaign
Client
BT
To circumvent the high costs of traditional advertising, we leveraged BT's existing assets—including their buildings, phone boxes, directories, and service vehicles—to amplify our message. We supplemented this approach with London black cab advertising, providing high visibility at a fraction of billboard costs.
The strategy proved successful: post-Games research demonstrated that BT achieved first place in unprompted brand recognition, with 26% of respondents identifying them as a key provider of expertise and services for the Olympic Games—significantly outperforming the second-place brand, Adidas, which received 11% recognition.
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