UK Campaign of the Year
BBC Sport is the most popular sports service in the UK.
With unrivalled reach through BBC TV, online, Sports News and radio, BBC Sport aims to serve all audiences and develop the sports fan in everyone.
The agony. The ecstasy. Incredible highs. Unbearable lows. Moura’s 95th minute winner. Liverpool’s four-goal turnaround against Barcelona. From the embers of the most remarkable Champions League season, a truth emerged. You just can’t write this stuff.
We brought together 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. The result? A 60-page dossier that ignited a global debate like nothing the football community had ever seen before.
Released first to pundits, players, influencers, and journalists - and then to the nation. And the conversation erupted. Before we’d spent a penny on advertising.
Then, the reveal. The true jeopardy of football brought to life in our iconic ATL Unscripted campaign. Searched more than Brexit, Boris and Fantasy Football. Subscription records smashed. And proof that you can’t script football but you can watch it live on BT Sport.
“Express Yourself” is the mantra Eoin Morgan, the England one-day captain, regularly uses to inspire his side before they take to the field.
These words were taken as the inspiration for a new integrated marketing campaign that aimed to connect a younger generation of cricket fans with an exhilarating England team, full of diverse characters.
Like the players’ approach on the field, the campaign was exciting, innovative and progressive, showing how the team express themselves both on and off the pitch.
A suite of inventive creative assets and content ideas resonated strongly with our 16-24 year-old audience, who were just at the stage of expressing themselves in their own personalities and careers.
The result was a compelling campaign that far exceeded all targets, set engagement records and created a platform for the ECB’s 2020/2024 strategy to build from – aiming to inspire generations to say “cricket is a game for me.”
O2’s 2015 England Rugby campaign generated 5 million acts of support. Anticipation was at an all-time high, and it was a home tournament.
And yet, in 2019 we surpassed 2015 with considerably less budget. An integrated campaign that created unmissable moments for our customers and brought the nation together in support of our England Rugby Team.
Our insight came from the top: “We are driven by the rugby community, not just national pride” - Eddie Jones.
Our campaign was rooted in England Rugby values, and influenced by Japanese Bushido culture: ‘Be their Armour, Wear the Rose’ was born.
We garnered 8.8 million proactive acts of support, delivered a significant rise in brand consideration and contributed to the lowest customer churn for any telco.
Our brand-led movement Wear the Rose is now vernacular with supporting the England Rugby Team and association between O2 and #WearTheRose is at an all-time high.
The ‘Save Our Shirt’ campaign was created to shine a light on football’s toxic relationship between betting firms and shirt sponsorships.
Our plan was simple. We call it the ‘Bait and Switch’.
Paddy Power becomes an antagonist, fooling and enraging the footballing community as the world’s most despicable shirt sponsor. Then, we rise as heroes of the beautiful game by taking the sacred club shirt and gifting it back to the fans, unsponsored.
This noble act of generosity was the first of its kind. It helped the Paddy Power campaign become the second highest trending topic on Twitter for 24 hours.
Importantly for the brand, it’s brought in new punters who now choose Paddy Power because they actually like them, and existing customers are more likely to stay loyal. And not just because they offer great odds. But because they simply like them more than every other brand.
This summer, (women’s) football reached fever pitch at the 2019 Women’s World Cup in France and our Lionesses were ready to seize the moment.
Working closely with Phil Neville and his team, we devised a strategy that sought to engage, educate and excite a mass audience, going beyond the traditional boundaries of women’s football.
We announced the squad through 23 ambassadors with a combined reach of 170 million, we celebrated players across OOH and PR in their hometowns, produced a daily social show from within the camp and delivered an open media relations plan throughout.
We had the fastest-growing social accounts of all nations, attracted a new generation of female footballers to play the game, achieved the second highest TV audience of 2019 and sold out Wembley for the first time in Lionesses history.
2019 was the tipping point for (women’s) football and it will never be the same again.