Case Study
BT ArtBox

The BT ArtBox project directed by Flint marked the 25th anniversary of the telecoms business’ support for the NSPCC’s ChildLine initiative. The open-air public art exhibition saw over 80 full-size replicas of the iconic Gilbert Scott-designed K6 telephone box transformed by leading artists, architects and designers and displayed across London. The exhibition concluded with a charity auction hosted by Sotheby’s which raised over £250,000 to support the work of the ChildLine charitable partnership.

Flint’s remit for the project was both curatorial, coordinating the participating artists, patrons and sponsors, and promotional, developing and executing the overarching communications strategy. The agency delivered a coordinated programme of high-impact media events and interactive promotional stunts that included an open air press launch taking over the whole of Trafalgar Square, a bespoke window display at Harvey Nichols, Jubilee-themed ‘flash box’ public engagement activity and a photo call in the London Aquarium’s shark tank.  Gala receptions were held at St. Pancras International Station and The Mayfair and Dorchester hotels, where over 700 guests celebrated the BT ArtBox initiative alongside a host of high-profile Olympic, Paralympic and arts-sector VIPs including Sir Peter Blake, Zaha Hadid DBE, Dame Kelly Holmes, Giles Deacon and Lily Cole.

The initiative generated extensive press coverage including over 15 minutes of prime-time national TV exposure, illustrated features in 5 different national newspapers, and a broad range of national radio interviews with BT spokespeople as well as significant international media exposure. The public art exhibition drew 55,000 people to the BT ArtBox website and ensured that over 800 separate bids were placed at the BT ArtBox charity auction.

 

“The team at Flint were tasked with a portfolio of arts sector projects during the London 2012 Cultural Olympiad and I was absolutely delighted with the results. The agency produced extensive press coverage throughout the duration of the campaigns, providing fantastic exposure for, and engagement with, the BT brand. They also worked very effectively with our in-house teams and alongside our strategic partners, helping to deliver key messaging and realise specific objectives whilst proving to be an invaluable source of cultural sector advice and expertise. They are wholly professional and a genuine pleasure to work with and I wouldn’t hesitate to recommend them.”  - Suzi Williams, Group Marketing and Brand Director, BT plc

 

Image Credit: Diamond Jubilee ArtBoxes unveiled at The Tower of London (Yeoman of the Guard with artist Ryan Callanan) (detail), 2012, Courtesy of BT plc

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