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The Friday Fix BT

How we're turning new subscribers into passionate, long-term fans of BT’s sports proposition

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The Context

The launch of BT Sport revolutionised the market for televised sport in the UK. Zone was heavily involved from the outset, helping to build credibility through influencers in the run-up to the launch, then driving sign-ups from millions of existing BT customers. Once the channels were live, we were tasked with delivering a CRM strategy that ensured sign-ups would become long-term BT Sport devotees.

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The Strategy

While BT had a compelling proposition – sign up for broadband to get three premium sport channels completely free – we needed to reassure early-adopting customers that the company ‘got’ sport… and not just the coverage but the banter, the language and the culture. We needed to help demonstrate that BT could be trusted to broadcast the nation’s favourite sports. With that in mind, we created the Friday Fix, a weekly email that balanced regular communication with tactical opportunities. It ensured that we reached the right member(s) of the household, that we combined personalisation with BT’s wider communication objectives and that we had a platform to test, learn and refine our message to sports channel subscribers.

The Results

The Friday Fix is one of BT’s most successful regular retained-customer communication strands – its success was recognised by nominations in both the DADIs and the Brand Republic Digital Awards for best use of email. Now going to 2.7 million customers every week, it achieves open rates among active BT users of more than 60 per cent above the industry average.

2.8m

emails sent every week

60%

above the average industry open rate

2

'Highly Commended' finishes at national awards