BT
Popularity Book

BT wanted to invite the top 100 CEO’s in Europe to take part in their Tax Break initiative. Their employees would be able to buy a computer for use at home at 50% of the cost, with the difference being written off against tax by their employer.

But how to market to these notoriously difficult to engage high flyers? What do they really care about? Well, one thing, really - their popularity. We lavished time and craft on a beautiful book to arrive on their desk as a manual to help them find the many ways they could make themselves 50% more popular - with just one of them being BT’s Tax Break...