BT Group Launches ‘We’ve Got Your Back’ Campaign
In an increasingly digital world, businesses of all sizes rely on robust connectivity and support to thrive. Recognizing this need, BT Group is launching a groundbreaking campaign titled ‘We’ve Got Your Back,’ celebrating the diverse range of businesses it supports and the confidence it instills in them to succeed in the digital landscape.
The brainchild of adam&eveDDB, BT Group’s inaugural campaign since winning the B2B brief in February 2023, ‘We’ve Got Your Back’ showcases BT’s unwavering support for businesses at every stage of their journey. From fledgling startups to multinational corporations and essential public services, BT is positioned as a trusted partner, offering the digital infrastructure necessary for success in today’s competitive market.
Embracing the reality that every business is now a digital business, the campaign underscores BT’s commitment to providing more than just connectivity—it’s about empowering businesses with the tools they need to adapt and thrive in a rapidly evolving digital landscape.
As BT Group’s flagship B2B brand, ‘We’ve Got Your Back’ represents a pivotal moment in BT’s brand evolution. It boldly asserts BT’s expertise, knowledge, and value as a cornerstone of the digital economy, reinforcing its position as a trusted partner driving innovation and growth.
The fully integrated campaign spans across various platforms, including TV, Meta, TikTok, DOOH, print, and digital display, showcasing real-life success stories of businesses flourishing with BT’s reliable connectivity at their core.
Scheduled to launch on March 8th for six weeks, the campaign’s TV ad is directed by acclaimed director Raine Allen Miller, known for her outstanding directorial debut, Rye Lane, which received a BAFTA nomination for Outstanding British Film in 2024.
Helen Whetton, Brand and Marketing Director at BT, expresses her excitement for this new chapter in BT’s brand journey, emphasizing BT’s commitment to supporting businesses of all sizes and sectors. As she puts it, “Today, more than ever, connectivity is the lifeblood of commerce.”
Miranda Hipwell, Chief Executive Officer at adam&eveDDB, highlights BT’s legacy of innovation and its ability to cater to the needs of modern businesses. She emphasizes the campaign’s focus on showcasing the diversity and vitality of businesses propelled forward by BT’s connectivity solutions.
In essence, ‘We’ve Got Your Back’ is more than just a campaign—it’s a testament to BT Group’s unwavering dedication to empowering businesses, driving innovation, and shaping the digital future.
Published in the United Kingdom in March 2024, this integrated campaign marks a significant milestone in BT’s journey towards fostering a digital ecosystem where businesses can thrive and succeed.
