Marketing communications: BT

Providing services too hard to reach communities

The brief

Committed to making a difference in society, BT put £5.6million to community-focused initiatives in 2004 and to support the Government's aim to provide Internet access to all, BT recently launched a strand of its digital inclusion campaign with the installation of Internet kiosks within branches of the Post Office in rural and disadvantaged communities.

We were asked to create a brand name and visual identity for the concept and support it with the development of in-store communications and marketing materials that would communicate the benefits of the kiosks to consumers.

The solution

We named, branded and marketed 'Community Point', a service that gives people free access to online community information, support services, travel information and jobs. It's the aim of the service to enable and encourage Post Office customers and those with limited Internet access to experience the positive potential of the web.

Still in its pilot phase, the kiosks are serving as an information point and providing access to community facilities that were previously unavailable to the target audience.