BT Sport for Business: BT Sport Pub Signs
OgilvyOne UK
Campaign overview
BT secured exclusive rights for UEFA Champions League football for three seasons from 2015/16.
While this is a compelling hook for pubs and clubs, there was a significant price increase of £210 per month for the average pub – a major barrier to subscription for a cash-strapped audience.
In addition, BT still had to build credibility among this audience – BT Sport was still a relatively new entrant entering their third season as a sports broadcaster, where Sky had dominated the market for over 20 years.
By encapsulating...