On 23rd October, BT will host a pop-up activation in the centre of Piccadilly Circus. During the half-term break, children will get involved in the campaign’s creative, developing their very own avatars using code. These avatars will then be lit up on a Piccadilly Circus billboard.

Last week, BT launched its brand campaign ‘Beyond Limits’ that reveals the company’s ambition to help families and communities across the UK, and companies in Britain and around the world. The new campaign reflects the changing nature of BT and its focus on improving connectivity, setting a new standard for customer experience and providing essential skills training for 10 million people and businesses.

Angela Noronha, Head of School at St Joseph’s, said: “Collaborating with BT to produce this creative display of digital coding has been exhilarating for the teachers and children involved,” said  “As a five year sponsor of our computing initiative, BT has been integral in expanding the programme and it is now ingrained in 60% of UK primary schools. Our future will continue to rely more and more on digital skills and participating in this exciting event will inspire children, fuelling their imaginations as well as developing their critical digital technology skills.”

Marc Allera, CEO of Consumer division at BT, said: “The ‘Beyond Limits’ campaign represents a real shift for BT, inside and out. Our presence and scale across the UK means that we have an opportunity and responsibility to go further than ever to connect more people and businesses across the UK, help them make the most out of the technology they have, and equip them with the skills they need to shape the future. This campaign represents just that, a bold step into the future, helping people to break down barriers and realise their potential.”

TV campaign

BT further launched a TV ad developed for the campaign, which captures hope in a time of uncertainty for Britain. It pays homage to Charles Dickens’s classic novel, The Tale Of Two Cities, following the story of a young girl as she travels through modern Britain to reach her classroom of the future.

The TV campaign builds in partnership with ITV where BT unveil the new logo and feature interpretations of it created by children from the Ashmount and Pontlliw Primary School from London and Swansea using coding robots.

A launch event

Last week the campaign was launched an event at Wembley Arena, headlined by pop-singer Jess Glynne and hosted by TV presenter Tess Daly. BT, with students from St. Joseph’s School in Islington created a choreographed drone performance, featuring 160 drones synchronized to a medley of Glynne’s greatest hits. The performance was a celebration of BT’s new brand direction as well as its commitment to its ‘Skills for Tomorrow’ initiative, a new online and community training programme designed to provide essential digital skills training for 10 million school children, families and businesses across the UK.

Led by Saatchi & Saatchi London, supported by other Publicis Groupe agencies as well as AnalogFolk and PosterScope and a wide roster of agencies across all disciplines. “Beyond Limits” will also feature digital and social advertising, significant PR and internal communications campaigns to communicate this new frontier for BT to its global workforce, an experiential OOH activation and launch event.

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Kevin Bacon and a host of football greats are appearing in EE’s latest TV ad, promoting the fact that EE customers are being offered six months free access to BT Sport channels.

The TV ad is part of a multi-million pound, multi-channel brand campaign to launch the offer.

The integrated campaign – entitled ‘Breaking Sports News’ – sees face of EE, Kevin Bacon, return as a football pundit alongside ex-England international and Manchester United player, Rio Ferdinand.

Their broadcast is interrupted by the breaking news of EE signing the BT Sport App deal for customers. Kevin quickly cuts to live reactions from some the biggest names in football, including Jürgen Klopp, Claudio Ranieri, José Mourinho and Harry Redknapp.

EE, the UK’s largest mobile network operator, is making the offer available to new and existing pay monthly mobile and tablet customers via the BT Sport App.

The 40 second TV ad launched last week and is airing across all commercial channels. It is also available on YouTube here. Other ‘Breaking Sports News’ creative will run across print, OOH, retail and social media alongside a unique execution of the TV ad for digital.

Hugely popular eight-part YouTube online football series The Wembley Cup is also returning for a second year and will be used to target the YouTube audience with the BT Sport App offer. Fans will be able to follow the two teams, Spencer FC and Weller Wanderers, each captained by popular YouTubers, as they battle it out in a series of challenges. The final squads, including EA SPORTS FIFA legends exclusive to XBOX, will meet for a star-studded LIVE final at Wembley Stadium connected by EE on September 2nd.

Max Taylor, MD of digital, comms and innovation, EE, said: “This is the one of our biggest integrated brand campaigns to date for one of our most exciting customer offers since we launched EE. We know how much our customers like watching content on the go – particularly sport – and this offer is a fantastic example of the added benefits our customers get now that we’re part of BT Group. We are always looking at new ways to showcase the quality of our unrivalled superfast 4G network and providing the best content for our customers is an important part of that.”

The new deal will provide new and existing EE pay monthly customers with six month’s free access to all the live sporting action available on BT Sport channels, via the BT Sport App. As well as live and on-demand catch-up, the BT Sport App provides an array of additional video clips including highlights, interviews, video diaries, fixtures, results and league tables.

From this week, EE customers on consumer and small business pay monthly handset, tablet and SIM only phone plans will be able to access to all the BT Sport channels on their smartphone or tablet. Sports fans can stream the most anticipated action live, or watch highlights over EE’s award-winning 4G network as well as WiFi whenever they choose.

The BT Sport offer is the first of a series of benefits to be made available to EE customers now that EE is part of BT Group, and the first time that a BT service will be promoted through EE’s retail stores nationwide.

The TV ad was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, MEC, has led the multi-million-pound investment in placement.

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