The new campaign, which launched on Sunday, shifts the focus from its products to the needs of customers, positioning BT as the expert accessible to all Australians for super, investment, insurance and advice.

BT’s campaign will run across all major TV networks, including sponsorship of Channel 10’s ‘Masterchef: The Professionals’, outdoor, print, digital, social media and PR. The new campaign – ‘Prepare for the best’ – sees the retirement of the apple and the blue lights used in previous superannuation and investment campaigns.

BT’s new brand positioning makes a direct pitch to the aspirations of Australians who hope for their best future, but either keep putting it off or don’t know where to start.

BT Financial Group Chief Marketing Officer Mark Murray says the campaign is intended to encourage Australians not only to hope for the best but to prepare for it now.

“People know they need to do something but knowing where to start is the difficulty,” says Mr Murray.

“BT has always been known for its expertise. We want this expertise to be accessible to all Australians by making it easier to get help and advice wherever and whenever it’s needed – whether that’s talking to our specialists face-to-face or on the phone, educating themselves on how to prepare for the best on bt.com.au  or joining the conversation in social media.

“This campaign recognises that Australians have many different moments in life and BT can help them get financially prepared.”

The campaign features TV advertisements that are set in a positive future and work backwards to the current day to a moment when the advertisement’s characters began to prepare for the best.  The campaign’s creative is supported by content across a new BT website, including a new mobile site, and social media.

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