The Creative Consultancy

BT Redcare

BT Redcare – Confronting complacency in the business community

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 upgrade their fire protection by adding the redcare™ monitoring service for just £1 a day.

Our creative questioned the assumption that ‘somebody’ would be present on a deserted business park outside office hours to contact the fire brigade in the event of a fire. To achieve cut-through we included a set of ear plugs with our direct mail piece and drove response with a personalised URL.