BT is calling on traditional packaging to sell three of its more intangible services. Coley Porter Bell has designed the packs for BT’s Call Waiting, Call Minder and Caller Display offers.
Consumers will not be buying empty boxes, however. The Select Services packs contain an activation card and a pin number entitling the purchaser to a fixed four-year service term which is 30 per cent cheaper than the quarterly rental charges.
The packs – with the project title Off the Shelf – have started a six-month trial in BT shops and other retail outlets. BT head of national sales Bill Crawford says: “Off the Shelf is an innovative way to increase both customer and retailer accessibility to Select Services.”
The packaging, adds Crawford, “has been designed to tell a story, highlighting service benefits and transforming an intangible service into a tangible product”.