BT 5G launch concepts
Creative direction and pitch document.
A launch event for 100 delegates – BT Business customers – at Kew Gardens, built around the legend of an explorer who set out to find the Source of Connection itself – business, personal, and human – and has just been found. The event moves guests from a live, participatory search through a wild, untamed environment (the Palm House), into a business presentation, dinner, and entertainment in the Orangery.
The story exists to do one job: immerse the attendees in the idea of BT’s 5G as a mythical, and powerful solution to communication needs – before they hear a single word about coverage or commercial terms.
The brief was to launch BT’s then forthcoming 5G capability to a select group of premium business and enterprise customers, and present 5G as a solution to all connection. The response was to frame it as a mythical entity along the lines of the Tree of Life, or Eldorado, and take delegates on a journey into the heart of its ‘discovery’.
Beginning their experience at a basecamp outside the Palm House, delegates would be issued field equipment, appropriate clothing and maps, and guided into the ‘rainforest’ in small groups. The field equipment would be items demonstrating live 5G capability as the groups travel through the environment, getting closer to the reveal of the explorer and her discovery.
Following their story-driven experience, the attendees would be led into The Orangery for the second stage of the event. BT speaks plainly, as themselves, about what 5G actually is and what it means for the BT Business customers in the room: coverage, density, real-world performance, commercial terms, a vast improvement on what’s been up till now, and a genuine leap forward in all forms of connection.
Where the more immersive, theatrical stage of the event sold the need and the concept, the second stage would be the more conventional business presentation followed by dinner, networking and entertainment.
