My Customer Global Tour Campaign

BT's 'My Customer' programme was put together with an ambitious remit: to educate over 8,000 staff BT staff, in every department of every office, worldwide on how they can each make a difference to the customer experience. We needed to motivate them to sign up to training courses, competitions and initiatives so the learnings could be put into practice. No mean feat considering an often cynical and jaded audience, and the challenge of cultural and language barriers to ensure relevance from Edinburgh to Singapore and many places in between! It was clear from the off that online and digital campaigns would be key to inspire and motivate the worldwide audience, many of whom are home workers. But we needed something really special, we needed a multimedia extravaganza! The campaign centered around a worldwide travelling road show: the 'My Customer Global Tour'. We thought; if you're going on tour, you need music! Choosing our theme song 'You Can Get It If You Really Want', with it's catchy, globally recognized tune and uplifting lyrics, we knew we would have some fun. We convinced BT staff and customers to star in their own music video together, singing along a la 'Perfect Day' and get creative - You Tube style. The video became the focal point of the website, and teaser HTML emails featuring stills from the video drove traffic to the site where staff could see the full version. From there could find details on the roadshows, check out the gallery, enter the 'VIP' area to register for a chance to win a Sony Playstation and read about other staff's road show experiences. The wealth of content created a world wide buzz amongst staff and friends and the tour continues to roll on!