The Sun - News UK: It's Not Cheating When It's Your Dream Team

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Advertiser: The Sun - News UKAgency: Wunderman UK: Part of Pulse CreativeCountry: United Kingdom

Objectives

This story outlines how a unique, data-driven insight helped foster a creative proposition that successfully connected with our audience, despite a significant customer barrier.

In the UK, football is a way of life. Fans are devoted, fanatical and unswervingly loyal to their clubs.

Every year, The Sun, Britain’s most popular newspaper, runs one of the biggest fantasy football competitions in the UK – Dream Team, which allows fans to build a fantasy team from players across the Premier League. Fans...

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