The BT Young Scientist & Technology Exhibition (BTYSTE) - held annually in Dublin - is one of the longest-standing events of its kind in the world. Sponsorship of the exhibition is central to BT’s CSR strategy and our challenge was to raise awareness about the BTYSTE amongst teachers and pupils in Northern Ireland.
We kick-started our campaign by staging a gravity-defying stunt and creating a standout levitation video, fronted by top illusionist and television mentalist David Meade. A year-long PR campaign followed and focused on encouraging young people to take their own projects and discoveries to new heights by entering the BTYSTE.
Our levitation video and launch PR created a real buzz with over 25,000 YouTube views and +40 articles in print and online. Overall the campaign generated +160 broadcast, print and online features and created an opportunity for over 20 million people to learn more about BTYSTE.