Freud Communications has started working with much-loved alien ET
to promote client BT’s switch in marketing tactics.
A new teaser advertising campaign broke last Sunday on television and in
national newspapers. The telecommunications giant has switched its
strapline from ’It’s good to talk’ to ’Stay in Touch’ to promote the
range of services it offers, which include the internet, e-mail and data
Robert Dunnett, the BT corporate communications officer overseeing
Freud’s work, says the decision was made to promote that BT provides
more than just telephones.
’ET is associated in people’s minds with the ultimate in technology and
also with human values of warmth and decency,’ he says.
Freud, one of BT’s roster of agencies, says that the teaser adverts will
be followed by a 60-second movie-style commercial next month.
Dunnett says Freud’s work will culminate in a frenzy of activity in the
lead up to that commercial. But, he reassures me, alien abductions will
not be part of the PR programme.