BT Business came to News UK wanting to establish themselves as a trusted partner for UK small businesses, so we developed a narrative to shift perceptions from a more consumer-focused brand to a business-centric powerhouse. The objective was to demonstrate BT Business's commitment to 24/7 support, reliability, and security, essential for diverse business needs.

So we developed Business 24 to highlight the unique, round-the-clock demands of different businesses. We executed this with an engaging video hosted by Jake Humphrey to explore the daily routines of two business owners. This narrative captures their workday, from early mornings to late nights, to show that whilst a small business owner never stops, neither does BT Business.

The video features dynamic storytelling, starting with b-roll footage of early morning activities like shop shutters opening. As the day progresses and the streets of Brixton fill with people, the energy builds with quick cuts and vibrant visuals. Jake Humphrey conducts on-the-go interviews, capturing the enthusiasm and dedication of the business owners. Split-screen visuals with b-roll footage and a time graphic emphasize the continuous, 24-hour nature of their operations, showcasing how BT Business's robust support is vital for their success.

This approach not only differentiates BT Business in a competitive market but also resonates with time-constrained business owners, reinforcing BT's relevance and dedication to their unique needs.