Crayon is an independent agency with three divisions: Insight, Direct Advertising and Interactive.

1. Objectives

BT wanted to change it’s perception amongst 18-34 year olds of being an old fashioned brand.

2. Strategy

People love music and want to know what is happening and where. BT created and sponsored the Digital Music Awards to engage young people. We produced the online campaign, centred around a website designed to build a community.

3. Solution

We developed functionality where people could post their band’s favourite music videos, comment, share and vote. We created a funky integrated campaign including press and banners to draw awareness to the awards and promote BT as cutting edge.

4. Results

To date, the website has delivered over one million page impressions, over 300,000 votes and over 130,000 registered users.

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