The £100 million gamble that paid off

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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:

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Transcript of The £100 million gamble that paid off

Page 1: The £100 million gamble that paid off

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:

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The Creative

Challenge

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The Creative Challenge

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History wasn’t on our side

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And a brand without relevant credentials…

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CONTENT

The assets we’ve acquired

CONTEXT

The environment we’re creating from

which to deliver that content

Building Credibility

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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

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The Creative Territory

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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

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Last day of the

12/13 Premier

League season

2013 FA Cup

Final2013

Champions

League

Final

13/14 Community

Shield

First day of the

13/14 Premier

League season

Our launch activity focused on key matchdays

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Press ‘dominations’ underpinned our launch

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We leveraged newsbrands’ editorial

influence across platforms

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The launch utilised all ATL channels

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On going national press activity supported

matchday fixtures

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BT consumer division revenue


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