Case Study



  • Taking the story beyond the usual ‘expected’ media outlets, we focused on a broadcast tour that resulted in 11 interviews on launch day including the Radio 4 Today Programme, BBC World Business Report, Sky News Radio and Channel 5 News as well as many regional radio stations. We also achieved print coverage, including the Evening Standard.
  • BT spokespeople and messages were used across all broadcast media, achieving a 90% message penetration.
  • Social media outreach saw a massive spike on National Inventors Day. We totalled more than 500,000 impressions to the BT Ingenious handle and saw the #InventorsDay hashtag reach more than a million people.

An Ingenious Way to Get Inventive

BT Ingenious celebrates innovation, invention and ingenuity both within BT and across Britain. For this campaign, BT wanted to create a focal point to celebrate Britain’s creative heritage and future whilst also shining a spotlight on its own story of innovation.

BT has a long history of innovation; it’s in the company’s DNA. We were challenged to create a platform to tell BT’s broader innovation story. Our goals were to pay tribute to the pioneering spirit of inventors, to encourage creativity and inventive thinking amongst the UK population and inspire the next generation of thinkers, so we launched National Inventors Day.

  • On Tuesday 2nd December we launched with the first ‘BT British Invention Index’. The study revealed British perceptions and attitudes toward invention uncovering the fact that the perception of invention is out of step with today’s reality.
  • BT was able to challenge the stereotype that inventors are old, white, male and geeky, to put forward a vision of the future of invention. To tell this story fully we secured case studies like Amber McCleary, inventor of copper underwear, and Solarbox, inventors of solar mobile charging stations, to tell the story for us.
  • We created a range of materials including the ‘BT British Invention Index’ report, infographics, videos and social media content.
  • To ensure we also ‘walked the walk’, we worked with an organisation called STEAM Co. to bring 25 local schoolchildren to the top of the BT Tower for creative sessions aligned to creativity around STEM subjects, including coding.