BUILDING AN ENTREPRENEURIAL ARMY
CHALLENGE
Increase consideration and sign ups to the new BT broadband student deal
INSIGHT
The thing about getting a new broadband provider is that you don’t know what they’re like until you’ve signed up so trusted recommendation is key. Knowing that Gen Z are predominantly influenced by their direct peer groups and that students are looking for hacky ways to generate cash, we created an unconventional but effective salesforce for BT’s new student broadband deal.
Our Summer Hustler campaign kicked off with a team of 65 entrepreneurial students who had the hustle and hunger to work throughout the summer, using their extensive networks and creative talents to help drive sign ups. We provided them with a kit of assets and expert training to learn how to convert online nertworks to online sales.
This activity was supported during the first few weeks of term an on the ground BT Fresher’s tour that acted as a sales and information hub on campus, further increasing uptake.
AMPLIFICATION
We managed the co-creation of authentic content with our Summer Hustlers, which they shared regularly through their extensive social networks.
We worked as part of all agency team to advise on student media and creative
RESULTS
1,704,962 Impressions
680,000 Reach
10,000 visits to the Hustler URL links
Doubled sales from the previous year
TESTIMONIAL
