We turned a footballer into a coach. Transforming educational content into a nationwide brand campaign, through a series of tech-related confessions.
Skills For Tomorrow
Client: BT
Content Strategy, Brand
The digital skills challenge facing the country can make some topics like security, privacy, and parenting hard to deal with – something an ex-professional footballer knew all too well. So, to help BT reach and train 10 million people through their platform ‘Skills for Tomorrow’, we partnered with well-known individuals and used their personal struggles-turned-stories to educate this wide audience.
Challenge
Our campaign launched with Rio Ferdinand confessing to his own struggles when it came to keeping his kids safe online, followed by other influencers and business owners admitting to their mistakes when it came to digital technology. It proved successful, with the confessional format still being used to this day, and BT turned the hero film into a brand campaign shown on TV – meaning Rio got to play at one last Champions League Final.