In 2019 BT Sport’s marketing budgets we cut dramatically. The days of big TV budgets were gone. There was a renewed focus to do more with less.
The 2019/20 season was about the begin. Our brief was to maintain the previous years’ performance with a fraction of the budget.
We couldn’t just advertise. So, we set out to weave BT Sport into football culture and conversation.
Together with BT Sport, we united the biggest minds in data, Google Cloud, Opta and Squawka, to do the unthinkable. Write the script for the entire 2019/20 season using Artificial Intelligence.
To create a dossier that would ignite a global debate like nothing the football community had seen before.
Not only did we match the previous years’ results, we smashed them.
Delivering 30% more BT Sport subscriptions than 2018/19, with a fraction of the 2018/19 budget.


Creative Circle Award - Gold
Creative Circle Award - Silver
D&AD Award - Yellow Pencil/White pencil
EPICA Award - Gold
Marketing Week Award
One Show - Gold Pencil
The Caples
The Drum Award


  • BT SportClient
Annual 2020 BronzeUnscriptedPR Project featured: on 25th January 2021 Contributor:

Wunderman Thompson has been a Contributor since 25th November 2015.

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