BT kicked off its 2020/21 Premier League season launch campaign in the last week of August via a TV commercial featuring a strong team of football stars which set out to showcase the breadth and depth of the broadcaster’s content and the flexibility available to customers on BT TV.
The ‘Unlimited Subs’ campaign was led by a hero TVC debuting during the FA Community Shield which was created by agency Saatchi & Saatchi.
Demonstrating the channel and content flexibility on offer to BT TV customers, it includes appearances from Marcus Rashford, Trent Alexander-Arnold, Gareth Bale, Carlo Ancelotti and even a cameo from Rebekah Vardy with husband and Leicester FC striker Jamie.
The creative idea explores an alternative reality where teams are permitted to make unlimited substitutions during matches and the chaos that might follow and the message aims to drive home the fact that BT TV is the only place where fans will be able to switch seamlessly between BT Sport, Sky Sports (via Now TV) and Amazon Prime video – so they won’t miss a minute of the action.
This enables fans to watch all 220 televised Premier League games easily in one place: a flexible TV package offering ‘unlimited substitutions’ on football packages so viewers can customise their package to suit their needs – changing their sport packages every month.
The TV led campaign runs nationally and is supported by online video, social, print, radio and OOH content.
The ‘Unlimited Substitutions’ BT TV campaign was created for BT marketers David Stratton, Ed Cracknell and Paul Fellows by a team at agency Saatchi & Saatchi which included CCO Guillermo Vega, Creative Director Will John, Copywriter Sam Simmonds, Art Director George Coyle, Designers Nick Roberts and Emmet O’Shea, Planner Sam Wise, Business Lead Fergus Waddell, Account Team Terri Turner, Iona Murray and Stefania Barry, TV Producers Charlotte Jude and Sam Robinson, plus Creative Producers Jess Nelson and Jeremy Sharman.
The media buying agency was Essence, the production company was Riff Raff with Director Rich Hall, with edit by Ben Corfield at Stitch Editing, post production and VFX by Black Kite Studios and audio post by 750MPH.
“BT TV is the only place that football fans can effortlessly change all the football packages every month. We’re now giving control to our customers to sub on and off BT Sport, Sky Sports (via Now TV) and Amazon Prime Video. We wanted to bring this to life through a fun campaign that shows the games reaction as news of unlimited substitutions spreads through football,” said BT TV Brand And Demand generation Director Dave Stratton.
“We know how important live sport is to fans and in increasingly uncertain times, giving our customers the ability to make unlimited substitutions is the ultimate in flexible TV. Fans can choose the sports packages they want to watch and when they want to watch them.”
Comment:
This work follows on from BT Sport’s ‘Noisy Neighbours’ campaign in June 2020 promoted the Premier League’s pandemic-delayed restart (see case study) as well as its innovative 2019 season start ‘Script The Season’ initiative (see case study) and ‘Bad Lipsynch’ idents (see case study) plus its 2018 new season kick-off ‘Take Them All On’ campaign (see case study).
Links:
BT Sport
https://www.youtube.com/user/BTSportOfficial
https://www.instagram.com/btsport/
https://twitter.com/btsportfootball
https://www.facebook.com/btsport
Saatchi & Saatchi
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