BT Sport: Unscripted Or - ‘How we talked about it for two weeks and decided the internet was right’

BT Sport, a telecommunications company, launched a campaign in the UK to match previous years' sales with a fraction of the media spend.

Campaign details

Brand: BT Sport Agency: Wunderman Thompson UK

Summary

In the face of fierce competition, changing consumption habits and the threat of online piracy - selling sport had never been so hard.

BT Sport had a huge task. Sky was outspending us by 3:1, flooding traditional media channels; we also needed to stave off newer entrants like the tech-led Amazon - and that's before we tackled millions of illegal streamers who refused to pay a penny.