CAMPAIGN: BT uses ‘BRICS' to reveal networking technology

The theme of ‘business collaboration' is a key initiative for BT Global Services in 2007. Underpinning the theme is the networking technology that BT GS provides to businesses.

Campaign: Building Business with BRICS
Client: BT Global Services (BT GS)
PR team: Fishburn Hedges/in-house
Timescale: June 2007
Budget: Undisclosed

Objectives
To raise international awareness of BT GS among the business community and demonstrate the value of its global network and consultancy expertise. To highlight the opportunities offered by business collaboration and the role of technology within it.

Strategy and plan
The joint client-agency team aimed to explore the ‘realities of collaboration between Brazil, Russia, India, China and South Africa (BRICS) and the ­developed world’. The countries have been the focus of media attention since a Goldman Sachs report in 2002 coined the term ‘BRICS’.

The team used Datamonitor to ­canvass 800 board-level executives in multinational organisations in key western markets, including the UK, France, US and Germany, on their views of the BRICS countries. They aimed to expose business ignorance about the BRICS countries to warn how unprepared the community is for their explosive growth.

FH created a tranche of localised news content and support materials for distribution to business and news ­media in key international markets via BT’s global PR network. They sought early buy-in in each key market ahead of a global announcement in June.

Measurement and evaluation
The campaign generated 106 pieces of print and online coverage spanning 18 different countries. One-third of this was achieved in Asia-Pacific, a key ­region for BT GS. The titles that ran the story included Forbes, Handelsblatt, De Tijd, The Moscow Times, The Times of India, The Hindu, Hong Kong Economic Journal, The Australian, Reuters and Agence France Presse. The Times, Computer Weekly and a number of other trade publications ran the story in the UK.

Results
The survey raised international business awareness for BT in the field of collaboration. Fourteen citizen journalists covered the story in their own countries. The research was also tabled for discussion by Unilever’s head of comms in India, at the Indian Association of Corporate Communicators (ICC).

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