The Tottenham Hotspur and England star Dele Alli offers a fast paced, immersive preview of what’s coming up on BT Sport this season as the attacking midfielder tries his hand at basketball, boxing, cricket, rugby, UFC and, naturally, football.
The objective of the spearhead spot is to ‘drive familiarity around the brilliant range of top live sport BT Sport has on the channel beyond just football (including exclusively live UEFA Champions League, 42 Premier League matches, exclusive coverage of the Ashes in Australia, world championship boxing, the home of Aviva Premiership Rugby, UFC, MotoGP and NBA).
This campaign hero film, launched in the first week of August, sees Alli get closer to a variety of the biggest sporting moments by transporting himself, physically and mentally into the heart of the action (and bring the viewer along with him, immersed into the action, too)
The core commercial, which was developed by AMV BBDO, produced by Colonel Blimp and directed by Pedro Martin-Calero, features Alli alongside several other world class sports stars such as Saracens flanker Maro Itoje, NBA star Dramond Green, UFC’s Joanna Jędrzejczyk, WBO European title holder Anthony Yarde and Australian cricket captain Steve Smith.
The creative also features Real Madrid’s Gareth Bale, plus agents, managres and commentators like Frank Warren, Ricky Hatton, Michael Vaughan and Graeme Swann.
The hero ‘Being Dele’ film (which spans TV, digital and social platforms linked by the #BeingDele
hashtag) promotes the launch of BT’s news brand platform – Be There.
The spot is coupled with an offer incentive driver: anyone signing up for BT Sport for the first time before 15 August will get their initial year free – http://sport.bt.com/football/free-bt-…
This overall campaign, which also includes print and OOH work, aims to shine a spotlight on the brand’s proposition that BT Sport is ‘one of the best places to see athletes from a variety of sports go head to head at the top of their game’ and to do so in a fun way that pits a range of sporting talent against each other in amazing and unusual circumstances.
This marks a fresh creative approach for the brand and is the first time that BT has united one brand idea across their entire global marketing communications landscape: spanning all product areas from broadband to television and telecoms and for all audience segments including consumer and business.
Comment:
This is an evolution of last year’s campaign: which follows a similar creative path in terms of blending multiple properties into unified films and images – but focused only football and its range of football tournament and competition rights (see case study)
But we feel the 2017 iteration has a little more emotional and immersive engagement.
The spot has notched up more than 1m YouTube views in its first 48 hours.
Links:
BT Sport
https://www.youtube.com/user/BTSportOfficial
http://twitter.com/btsport
http://www.facebook.com/btsport
http://instagram.com/btsport
http://sport.bt.com
AMV BBDO
