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Logistik Group help BT deliver flagship experiential activity for the Games

Logistik Group was appointed in April to design, build and manage BT’s flagship experiential activity at BT London Live, Hyde Park following a pitch. The two-storey 1000Sq m structure was erected for 17days and was complemented by a BT Vision live stage.

BT aimed to attract visitors who attended BT London Live and use BT House as a focal point to connect people to the Games – whether that was through TV, sharing their experience online or playing London 2012 the official Video Game of The Olympic Games.

Logistik worked with BT to create a state of the art experiential space for all to enjoy. The structure was designed to convey BT’s role as the official communications services partner of the London 2012 Olympic and Paralympic Games. Areas within the structure included a BT Infinity internet lounge, BT Vision catch-up area, free phone calls, an online gaming arena and performance stage where guests could win Olympic tickets. The first floor also included a VIP lounge for BT customers which offered a relaxing, premium space with fantastic views over the park where customers simply had to give their landline number at the welcome desk to gain entry.

BT House not only connected visitors to the games but also to a host of stars. Daily interviews were held in the house hosted by Daybreak’s Richard Arnold and featured the BT Ambassadors Dame Kelly Holmes, Daley Thomson and Jonathan and Alistair Brownlee. The BT Vision stage also showcased some of the UK’s most up and coming music talent including Conor Maynard, Stooshe and Aiden Grimshaw.

David James, marketing director BT Retail said ‘BT was looking for an agency that could create a space that would deliver brand warmth as well as drive consideration of BT products and services that have impact and talkability, we were delighted to work with Logistik to deliver our biggest experiential activity of the year.”

‘We have worked with BT for a number of years and they are a brand truly committed to providing consumers with engaging experiential experiences. BT London Live successfully showcased BT’s dedication to customers at one of the most exciting times for the UK. We were thrilled to work with BT’ says Logistik founder and joint managing director Dirk Mischendahl.

BT House attracted over 140,000 visitors with large crowds at the BT Vision stage every day to watch rising stars and listen to sporting heroes. All content from the stage is now available online and on BT Vision.

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