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BT Refer A Friend

Problem

BT wasn't hitting its customer broadband referral targets. Even though two friends could get £50 each, very few people did. The process was too complicated and there was no idea which made this stand out from other referral schemes. My task was to create one that did.

Idea

To hit the numbers, my strategy was to broaden the definition of a friend. I created a digital campaign across web banner, email, social, and landing page called The Refer Just About Anyone You Know Scheme. It sandwiched funny variations of friend types within the scheme name, showing the countless kinds you can refer.

Results

People must have got the message they can refer anyone, as it increased referrals by 387%. Not bad!

Web banners

Banner ads cycling through the many types of friends were placed online, sending people to the landing page.... →

Customer emails

I wrote emails to the referrer and the referred friend at different stages. This was the first one sent to BT's database of customers, sending them to the landing page.

BT landing page

 I created a header image that dramatises the idea by cycling through the many types of friends to refer. →

 I wrote this portal copy, emphasising  how easy the process is (not the grey legal copy. I wasn't allowed to touch that, even though it's a wordy mess!) →

I wrote the How it Works step by step instructions. Headings, numbers, icons, and short informal language made the process seem simpler. →

Sponsored IG Posts

The prize winner's email

Mobile iteration of the email that alerts the referred person that their prize has arrived.