Switched-on site for BT

Client: BT and telecoms providers   Agency: Carlson Marketing

I was made Lead Writer on the website part of the project. I also joined the account management team in feedback sessions when required to help ensure the smooth running of the website production process.

Switched-on was a nationwide awareness campaign led by BT to inform consumers about the upgrade to its telephone network on behalf of the UK telecoms providers.

The audience for the site was all adults in homes or workplaces with telephone lines in the UK. The brief was to write copy that provided both domestic and business consumers with accurate information and complete reassurance.

Developing the content involved taking technical documents provided by the telcos, absorbing their content then creating new copy that would make the information and implications plain to a broad audience. It also required managing feedback and discussions to balance the interests of numerous stakeholders as the deployment proceeded.




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