Cannes Lions

HIGHLIGHTS OF TATE COLLECTION

BT DESIGN & MEDIA STUDIO, London / TATE / 2007

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Synopsis: BT together with Tate online presents selected works of three top modern British artists, plus interactive interviews.

Objective: BT (British Telecom) is universally known in the UK, but is widely percieved as "a dull telco". We are concerned about the risk of churn among young adults with broadband to other "cooler" brands that are entering the market. To help BT's orthodox ad campaigns, we created "The BT Series" in-house at BT. Its use of interactive video demonstrates what you can only do with broadband. It subtly connects BT with Tate - one of Britain's ubercool brands. It's a site which is actively sought out by people who rarely watch TV ads and block out banner ads. It doesn't *say* "BT is innovative" - it demonstrates it. The microsite has helped Tate's viewer figures rise 80% year on year, to well over 1m unique visitors a month.Target group: all visitors to Tate’s website; cool young British adults with broadband.

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