Taking on the big boys – How BT Sport found its voice

BT Sport, a group of TV sports channels, leveraged the infectious enthusiasm of a 9-year-old girl to convince sports fans in the UK that BT Sports was worth paying for.

Campaign details

Brand: BT SportClient: BTAgency: 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.

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