CASE STUDY: BT Tower countdown to the 2012 Olympics stategy

Provided by Bauer Media
BT Tower break with convention and incorporate Magic 105.4 and Neil Fox's Breakfast show into their 2012 Olympic strategy.

What was the Challenge / Background of the Campaign?

BT brought on Bauer to help raise awareness of their Olympic 2012 strategy. They wanted to break from tradition and find a fun and innovative way to engage London as they marked the 1000 day countdown to the 2012 Olympics.

What was the Campaign Objective?

To create a buzz around BT's Olympic Stategy by breaking with tradition to raise awareness that the iconic BT Tower is marking each day from 1000 days to the opening ceremony of the 2012 Olympics in London.

What was the Solution?

To break with convention by incorporating Magic 105.4 and Neil Fox's More Music Breakfast show into BT's Olympic strategy. In order to do this, Magic radio moved their studio and broadcast live from the top BT Tower and accepted live guests on Neil Fox's show for the first time ever to mark the first day of 1000 day countdown to the 2012 Olympics.

What were the Results?

The show was a massive success for both BT and Magic's listeners. The one off show was such a success that BT and Magic agreed to celebrate the two year and one year countdown to London 2012.

What were the Key Learnings of this Campaign?

By breaking conventions BT successfully raised awareness of their 1000 day countdown to the Olympics 2012.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kAdults, aged 35 and over.
35 - 44
45 - 54
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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