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The huge growth of the Internet and new telecommunications
applications make
running a business from home or splitting a working week between
an employer’s
office and home easier than ever before.
BT recognised an opportunity to position itself as the champion
of the home worker,
providing communications solutions and time-saving resources to
make best use
of their time.
BT.com/timesmart was devised to be BT's on-line
network for people working from home.
The New Work was a specially devised monthly supplement
to the Sunday Times,
dedicated to TimeSmart’s primary audience. The editorial
focused on every work/life
issue that research had uncovered, in particular time-saving and
time-maximising
initiatives. Editorial included input from both industry experts
as well as homeworkers'
real-life experiences of putting theory into practice. The editorial
was developed to
be relevant and aesthetic part of the TimeSmart web site.
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Media Roles
Traditional media, in particular newspapers,
were seen to fit certain mindsets/situations which tended
not to be work-related. For many, certainly those working
from home, consuming newspapers was still considered a break,
a reprieve. If leisure time is squeezed consumers said they
will prioritise media that's multi-functional; media that
provides information, education and relaxation. Newspapers
were considered an alternative to work yet a good investment
of time. They were seen by many to bridge the gap between
work and leisure and be a
main driver to the web.
9% of Sunday Times readers visited
the Timesmart Website
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Source:Continental
Research |
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“BT were developing a strategy for communicating our expertise
and championing of people working from home. To extend the
scope of our marketing launch of The BT Timesmart portal to
this elusive and expanding audience, we developed a strategic
relationship with Times Newspapers that covered both The Times
and The Sunday Times. We were keen to leverage the positive
brand values of each platform, their reach, and importantly
the special relationships they have with their readers.
To enable this we were dependent upon the saliency and objectiveness
of the editorial content to this discerning audience and our
seamless integration around it.
This was handled deftly by close collaboration between BT,
Zenith Media, the PR company Fisburn Hedges and Times Newspapers.
The media partnership provided an extra dimension to help
BT :
• instil useful information to the working from home audience
• showcase BT’s credentials/expertise in this area
• motivate people to interact with BT and impart valuable
data about themselves
The research (and the volume of impressions & responses) proved
that this was a sound strategy with the fit of the brands
being an essential contributor to increased traffic, effective
take-out and awareness”.
Grant Millar,
Head of Media Strategy, BT
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If
you want to hear more about this or other
opportunities please call Client Sales: 020 7782 7185
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