switched-on
The work we’ve produced during the switched-on project proves our ability to deliver brand identity, a multi-stage communication strategy and a user-centric, accessible, attractive and informative website that provides the ‘go-to’ destination for all other communications. It also shows how we place an understanding of people and their needs as central to our solutions.
Challenge
The UK telecoms network is being upgraded over the next five years. At some stage during the process, every UK region will be impacted. A telecoms industry consortium led by BT, ‘CN21’, needed to communicate what this meant and how it would affect consumers, businesses and public sector groups.
Solution
Working with the consortium we developed an overarching brand – ‘switched-on’ – to represent the industry and communicate clearly and concisely with all audiences. Undertaking such a mammoth task has seen us use mail, door drops, local press online and events to reach and inform these groups. Our Service Centre in Northampton handles any resultant responses and queries.
Results
A pan-industry initiative of this scale was a real first. At launch in October 2006 web site visits topped 35,000 prior to any customer communication. The process is continuing with ongoing mass migrations. To date consumer feedback for the activity shows that 98% of recipients found the message and context easy to understand with 53% recalling the DM mailing and 31% the door drop.
Figures correct at time of publication
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