Campaign details

Brand: BT Sport
Client: BT
Agency: AMV BBDO

The executive summary

Why would you pay for something you can get for free?

65% of fans illegally stream Premier League matches at least once a month.

Imagine if 65% of your core audience regularly stole your product.

Then imagine you were also about to make your product smaller and more expensive.

And you had less money to talk about it than your big monster of a competitor.

This is what faced BT Sport in 2018.

This paper tells the story of what we did about it.

Looking beyond the data.

Finding afresh insight in a tired category.

Channelling the infectious enthusiasm of a 9-year-old girl.

Year-on-year sales went up by 24 percentage points and the campaign delivered almost £12m of incremental revenue in its first three months.

The background