Rediscovering BT: a bold new change for Panorama

BT was set to launch its most significant updates in over a decade. Having been out of market for two years, the challenge was to re-engage advisers with confidence and show that BT had listened and responded to their needs.

At the heart of the update was the launch of the new Focus Menu, designed to help advisers efficiently serve clients with simpler investment needs. With Vanguard’s Diversified Series at its core, plus selected single sector funds and insurance integration, Focus offered a low-cost, practical solution that broadened advisers’ reach. Supporting this were two further enhancements: an expanded Compact Menu with more managed portfolios, and updated family group pricing designed to deliver better outcomes for households. Together, these improvements reflected real adviser feedback, demonstrating that BT was evolving in the ways that matter most.

To build intrigue, we ran a two-week teaser campaign announcing that something was “about to transform.” Using BT’s distinctive letterform treatment and a veil of conceptual blue smoke, it created curiosity and anticipation, setting up the creative device that would anchor the main launch.

In the launch campaign, the smoke took on its full meaning — a striking brand signature symbolising drive, momentum and forward progress. This was amplified through the use of athlete-led imagery, reinforcing ideas of focus, determination and forward motion. The athletes gave the smoke context and energy, ensuring it felt purposeful rather than abstract. Paired with bold BT headlines and the confident use of BT blue, the campaign created a distinctive new chapter that cut through trade media, LinkedIn, YouTube and bt.com.au.

The result was more than just a product update. It marked BT’s confident return to market: a modern, adviser-first and future-focused. Panorama had not only evolved, but positioned itself as the platform built to support advisers and their clients today, and well into the future.