The £100 million gamble that paid off
•Télécharger en tant que PPTX, PDF•
1 j'aime•971 vues
The case study described BT Sport's launch campaign and the role that newsbrands played in amplifying the message, allowing the brand to deliver a “highly targeted, highly tailored message to an highly engaged audience”.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (17)
Similaire à The £100 million gamble that paid off
Similaire à The £100 million gamble that paid off (8)
Plus de Newsworks
Plus de Newsworks (20)
Dernier
Dernier (20)
The £100 million gamble that paid off
- 1. The £100 million gamble that paid off #shift2015 Graeme Adams general manager, media BT Jon Wilson managing partner Maxus Steve Hopkins strategy partner AMV BBDO Case study:
- 12. History wasn’t on our side
- 13. And a brand without relevant credentials…
- 14. CONTENT The assets we’ve acquired CONTEXT The environment we’re creating from which to deliver that content Building Credibility
- 15. Credibility in sports broadcasting is gained from people knowing you have good content and that you will present that content in a way that does justice to the importance of it in their lives The Insight
- 27. 1992: Sky acquire rights to broadcast the newly-formed Premier League 1993: First Premier league match between Nottingham Forrest vs. Liverpool broadcast on Sky 1998: Manchester United launched MUTV (first channel dedicated to specific club in UK) 1999: ITV acquire exclusive rights to broadcast Champions League 2002: ITV and Sky share rights for CL coverage 2007: Setanta broadcasts its first live Premier League match 2009: BBC acquire Championship and Carling Cup broadcast rights EUFA Europa League launched and broadcast by Five, ITV and ESPN 2009: ESPN gain Premier League rights 2010: First match broadcast in 3D on Sky 2013: Launch of BT Sport BT Sport entered an evolving and competitive category
- 28. Last day of the 12/13 Premier League season 2013 FA Cup Final 2013 Champions League Final 13/14 Community Shield First day of the 13/14 Premier League season Our launch activity focused on key matchdays
- 29. Press ‘dominations’ underpinned our launch
- 30. We leveraged newsbrands’ editorial influence across platforms
- 31. The launch utilised all ATL channels
- 32. On going national press activity supported matchday fixtures
- 33. BT consumer division revenue
Notes de l'éditeur
- The role of creative was to create a sense that BT Sport made BT worth sticking with to Not easy in a big, aggressive category where clear cost savings could be made from a switch
- History had taught consumers that the secondary provider of sport to Sky wasn’t great Second rate coverage Of second rate fixtures
- A brand with no sports credentials And very little association with entertainment All in all, how good can this new BT Sport really be?
- Once we started talking to consumers about the assets we’d acquired… 38 BPL games including half of the top pick fixtures Together with other leagues from around the world And all of the Aviva Premiership rugby Together with the assets we were creating… Brand new state of the art studio at the Olympic Park Top line ups of anchors, ambassadors & pundits Credibility began to form And attitudes began to change It was clear that we needed to communicate both what we had and how we were going to treat it? Credibility comes from delivering on both the content and the context
- Our creative territory builds credibility by showcasing the premium quality of our content from within the exciting, new hi-tech, hi-talent world that has been created by BT Sport