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


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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands