We drove a 90% increase in website visits and ITV news coverage for BT Group's social impact campaign.

Goldbug Agency - A woman wearing sunglasses and a brown leather jacket smiles while leaning out the doorway of a stationary train on a sunny day. Goldbug Agency - A woman wearing sunglasses and a brown leather jacket smiles while leaning out the doorway of a stationary train on a sunny day.
Goldbug Agency - A sign on an easel at a train platform reads “Next Stop: Digital Confidence. Welcome to BT Group’s Training on Track,” with colorful lines forming a network map design. Goldbug Agency - A sign on an easel at a train platform reads “Next Stop: Digital Confidence. Welcome to BT Group’s Training on Track,” with colorful lines forming a network map design.

THE CHALLENGE
BT Group’s brand purpose, Connect for Good, focuses on using technology to create positive societal change. That includes initiatives to tackle the digital divide by teaching people skills to make the most of life online. For this brief we were asked to create a campaign aimed at older audiences and online vulnerability.

Goldbug Agency - Vintage railway station wall with a clock showing 11:47, a fog repeater signal, and an LNER sign on a brick background. Goldbug Agency - Vintage railway station wall with a clock showing 11:47, a fog repeater signal, and an LNER sign on a brick background.
Goldbug Agency - Two women stand indoors by a chalkboard reading “This way to digital skills.” One woman points at a pamphlet while the other smiles, holding a coat and papers. Sunlight streams in from an open door behind them. Goldbug Agency - Two women stand indoors by a chalkboard reading “This way to digital skills.” One woman points at a pamphlet while the other smiles, holding a coat and papers. Sunlight streams in from an open door behind them.
Goldbug Agency - A group of people sits and chats inside a vintage train carriage; one woman stands, assisting another with a phone, while sunlight streams through the windows. Goldbug Agency - A group of people sits and chats inside a vintage train carriage; one woman stands, assisting another with a phone, while sunlight streams through the windows.

OUR APPROACH
Research showed that 61% of over 65s have been targeted by fraud or scams with 38% receiving multiple scam calls, texts or emails a week. Despite this, only 26% have had any online training and only 55% can confidently identify if a text from their bank is legitimate or a scam. This vulnerability is only growing with the rapid rise of AI-driven scams from deep fakes and email phishing to voice cloning. This gave us clear direction for our approach – telling this story in a compelling way that would appeal to this audience.

 

Goldbug Agency - A man wearing glasses and a cap leans out of the window of a bright blue train named “King George” at a sunny train station. Goldbug Agency - A man wearing glasses and a cap leans out of the window of a bright blue train named “King George” at a sunny train station.

THE SOLUTION
Our Training on Track campaign, transformed a 1950s Pullman-style steam train into a digital classroom for 60 over-65s. Hosted by Gavin & Stacey star Melanie Walters, working closely with charity training partner AbilityNet and a group of BT volunteers, we turned an ordinary train ride into a scam-spotting digital learning journey.

Our supporting film documented the day, spotlighting the training, tech tips and Melanie’s own experience with a scam near-miss. And ITV news joined us for coverage and a live evening news interview with Melanie.

 

Goldbug Agency - A woman in a BT Group shirt speaks with two seated people on a vintage train, surrounded by red patterned seats and sunlight streaming through the windows. Goldbug Agency - A woman in a BT Group shirt speaks with two seated people on a vintage train, surrounded by red patterned seats and sunlight streaming through the windows.

THE RESULTS

  • 87% said knowing BT Group helps people with digital skills has improved their view of the business
  • 94% said they feel ‘more confident to spot scams’ and 88% said they feel ’ better equipped to avoid falling for a scam
  • 90% increase in visits to AbilityNet, BT Group digital skills training partner, since launch
  • 5.13% engagement rate on the hero video post
  • Branded video posted by BT CEO Allison Kirkby on LinkedIn
  • Broadcast on ITV News and coverage in The Independent, Mirror and MailOnline
Goldbug Agency - A smiling older woman with long brown hair sits alone on a red train seat, holding her hands together. The headline discusses older people feeling too intimidated to get help with scams. Goldbug Agency - A smiling older woman with long brown hair sits alone on a red train seat, holding her hands together. The headline discusses older people feeling too intimidated to get help with scams.
Goldbug Agency - Melanie Walters stands outdoors in front of a green metal bridge, wearing glasses and a brown jacket, as seen in an article about her experience with scammers. Goldbug Agency - Melanie Walters stands outdoors in front of a green metal bridge, wearing glasses and a brown jacket, as seen in an article about her experience with scammers.
Goldbug Agency - A large group of smiling adults stands together on a train station platform near train tracks on a sunny day, with a vintage train and buildings in the background. Goldbug Agency - A large group of smiling adults stands together on a train station platform near train tracks on a sunny day, with a vintage train and buildings in the background.
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