Case study - Objective: Education & understanding


In a bid to establish BT TV as the home of top quality kid’s entertainment, the network partnered with Metro and Maxus for a multi-platform campaign in the lead up to summer.

Targeting parents, BT wanted to position BT TV as the ideal platform for families to spend quality time together, while keeping the kids entertained throughout the summer holidays.

Metro created a bespoke four page pull-out in the centre of the newspaper, which contained games and activities for children as well as a competition to design a new character for TV show PAW Patrol.

To amplify the activity, the pull-out was promoted on the front page of the paper and ran on the last working day before the school summer holidays. Alongside print, the campaign gave out activity packs for children at three key London commuter train stations.

Key findings

  • Brand favourability scored 41% for the campaign re-callers compared to 21% for non-re-callers, up 95%
  • Brand consideration scored 31% for campaign re-callers compared to 23% non-re-callers, up 35%
  • Value for money perceptions scored 12% for campaign re-callers compared to 4% for non-re-callers, up 200%

This summer we were on the case to appeal to parents with our great kid’s TV content. At a time when every brand was vying for their attention, our partnership with the Metro ensured we were on a roll with our Summer of Fun campaign.

David Stratton, general manager, marketing, BT Sport, TV & Broadband