Wunderman Thompson

BT Group
"Unscripted"

Client: BT Group
Product: BT Sport
Title: Unscripted
Media: Data/Social/Digital/Influencer/Print/OOH
Country: United Kingdom
Date Of Campaign: 30/07/2019

Background: BT Sport wanted to position themselves at the centre of football culture ahead of the 19/20 Premier League season. But there were no big budgets. If BT Sport wanted to genuinely engage the fans, it had to be on their turf, on their terms.Social media was the new pub, where fans, players and pundits came together to debate the beautiful game. And, with the introduction of VAR, technology was the trending topic.

Idea: From the embers of the most remarkable Champions League season ever, a truth emerged. You just can’t write this stuff. So we brought together the biggest brains in data - Google Cloud, Opta and Squawka - to do the unthinkable. Use artificial intelligence and big data to script the entire 19/20 season. Every team’s fate decided, before a ball had even been kicked.An impressive 60-page dossier was leaked to pundits, players, influencers and journalists, and then, to the world. The conversation erupted, turning a national campaign into a global debate in 44 countries. The biggest names in world football even took to their own channels to publicly destroy the script in ever inventive ways.Then, the reveal. The true jeopardy of football brought to life in an iconic ATL campaign, proving you can’t script it, but you can watch it live on BT Sport.This was supported with national press, OOH, social, innovative pre-roll and experiential. Flooding high profile locations across the country and major transport hubs, where we also gave away thousands of hard copies of the script.

Results: Over the campaign’s official 10-day run time, Unscripted trended higher as a search term than Boris, Brexit and Fantasy Football. What started as a national campaign went global, with the debate raging on across on-and-offline channels in 44 countries.We achieved 30% more BT Sport subscriptions than 2018, with just 26% of the budget.Unscripted redefined the way BT Sport tackle creative. From making ads to creating conversations. With a perfect blend of data, insight and creativity the campaign doubled the paid media budget through earned media – maximising impact and efficiency.

← Back to all Categories

PR

Gold

Silver

Bronze

72andSunny Amsterdam
Hack Your Future
Behind the Source
BBDO Belgium
State of the Arts
-60% Culture
BBDO Belgium
AB Inbev
The Inclusive Beer Ad
BBDO Belgium
Lidl
The Value of Fresh
CHE Proximity
Four Seasons Condoms
Generation Intervention
CHE Proximity
Samsung
Microcodes
Clemenger BBDO Wellington
NZ Transport Agency
The Unsaid
D&AD
D&AD
MASTERCLASSICS
DDB Group New Zealand
Lion New Zealand
Black Laundry
DDB Group New Zealand
Kiwirail
Near Miss Memorials
DENTSU REDDER CREATIVE AGENCY
BITIS VIETNAM
GO FOR LOVE
FamousGrey
Kom op tegen Kanker (Stand up against Cancer)
Instalove
FamousGrey
Volvo Car BeLux
Volts by Volvo
Herezie
Amazon Prime Video
Amazon Binge Shopping
Impact BBDO
Berger Paints
Truck Art Childfinder
Milk
GAIS
The Fanager
Mutant
Susana Ucero Herreria & Riccardo Pires for Unicef & European Union
The Real Challenge
No Fixed Address
Canadian Centre for Child Protection
Lolli: The Exhibit Nobody Wants To Talk About
Ogilvy
KFC
Secret Menu
Propel Manila
Team Magazine, Preen Ph, Scout Ph, Young Star, Love Is All We Need
Love Verses Hate
SERVICEPLAN GERMANY
Berliner Verkehrsbetriebe (BVG)
MIND THE GAP
Thinkerbell
NRMA Insurance
Every Home is Worth Protecting
Thinkerbell
NRMA Insurance
Protect What's Precious
VMLY&R ANZ
Legacy Australia / RSA NZ
The Half Biscuit
Wunderman Thompson
BT Group
Red Lioness
Wunderman Thompson Belgium
Child Focus
Child Porn Re-enactment
YoungShand
Health Promotion Agency /Homecare Medical/Quitline
Quit For Your Pets
Zulu Alpha Kilo
HomeEquity Bank
#PauseToRemember
Zulu Alpha Kilo
Amazon Rainforest Conservancy
The Rainforest Fire Channel