Case Study: BT Sport drives 30% more subscriptions with WPP’s Unscripted campaign

BT Sport drives 30% more subscriptions with WPP

BT Sport challenged WPP's Wunderman Thompson and Essence to help it win more subscriptions against its rivals. The goal was to use innovative marketing to increase its subscriber base.

Wunderman Thompson developed a solution that used data from Opta and Google Cloud's AI to create a script predicting the entire football season before it began. This "Unscripted" campaign sparked a major global conversation, driving a 30% increase in subscriptions for BT Sport and generating 137 million media impressions.

BT Sport