Etc. at BT Group
Building credibility in tech and innovation
Challenge
Etc. is the innovation arm of BT that creates, amplifies and invests in startups to disrupt for good. 10 Group’s role was to launch the business unit, drive awareness of its heritage within the wider BT Group and showcase the brand’s credibility amongst key audiences including startups, investors, media and internal and external stakeholders.
Results
Approach
To launch Etc. by BT Group we developed a two part communications plan, with the first six months focusing on building the brand and accompanying narrative strategy, generating advocacy among internal audiences.
Using CES 2023 as a launch moment, we launched an external communications campaign to announce the brand to an external audience, including national and international media.
We provided bespoke media opportunities at our suite in the main hall, announced a key investment in drone technologies and positioned the SLT as sector experts through video diaries and Thought Leadership content across the week.
Building on the momentum of CES, we hosted a media breakfast highlighting HealthTech innovations and drone solutions to top tier media including Bloomberg, The Times and The Daily Mail.
