| Titolo | Unscripted |
| Brief | The twists and the turns. The agony and the ecstasy. You can’t script football. Or can you? Ahead of the new season on BT Sport, the biggest brains in sports data – Google Cloud, Opta and Squawka – were commissioned create an AI-written script of the season. The incredibly detailed 60 page script was sent to some of the biggest names in world football, causing fierce debate in 44 countries. Searches for BT Sport overtook those for Brexit, Boris Johnson and Fantasy Football. With the conversation running, the Unscripted campaign was revealed. |
| Agenzia |
Wunderman Thompson UK
|
| Campagna |
Unscripted
|
| Cliente |
BT
|
| Marca |
BT Sports
|
| Posted | Novembre 2019 |
| Settore | TV, Radio
|
| Trama | The twists and the turns. The agony and the ecstasy. You can’t script football. Or can you?To launch the 19/20 season on BT Sport, we commissioned the biggest brains in sports data – Google Cloud, Opta and Squawka – to create an AI-written script of the season.We sent this incredibly detailed 60-page script to some of the biggest names in world football and watched from the side lines as our national campaign caused fierce debate in 44 countries.During the campaign, searches for BT Sport overtook Brexit, Boris Johnson and Fantasy Football.With conversation running, we revealed the Unscripted campaign and joined the conversation. Across 10 days, eight creative executions celebrated the extreme highs and lows of football in DOOH, national press, social and pre-rolls.The campaign delivered a 30% YOY increase in subscriptions for 26% of the 2018 spend. Unscripted is BT Sport’s most successful ever season launch campaign. |
| Tipo di Media |
Case Study
|
| Chief Creative Officer |
Steve Aldridge
|
| Managing Partner |
Andy Lane
|
| Executive Creative Director |
Lucas Peon
|
| Chief Strategy Officer |
Marcus Reynolds
|
| Creative Director |
Christopher Mckee
|
| Creative Director |
Richard Morgan
|
| Designer |
Colin Smith
|
| Business Director |
Joe McGlynn
|
| Business Director |
Phil Watson
|
| Account Manager |
Natalie Wilson
|
| Production Company Producer |
Sara Blackett
|
| Production Company Producer |
Greg Nicholls
|
| Project Manager |
Steve Hedge
|
| Project Manager |
Cathy Mears
|