The Creative Consultancy

BT Redcare

Encouraging business clients to upgrade

Unmonitored business fire alarms are high risk, because 67% of office fires start outside working hours. Our brief was to encourage existing business fire alarm customers to add the redcare™ monitoring service for just £1 a day. Our creative played on the complacent assumption that 'somebody' would be present on a deserted business park to contact the emergency services in the event of a fire after office hours or on the weekend. To achieve cut-through we posted a set of ear plugs as part of our direct mail piece and drove response with a Personalised URL.