Brief:
BT Sport now showcases sport in Ultra HD. We wanted to let our current subscribers and new customers know that their favourite teams and sports stars will be available in crystal clear quality and nothing will go unnoticed.

Unfortunately we had no budget to promote this activity so we needed an idea that could get us significant earner media coverage and get people talking.


Solution & Cultural Context:
We realised that the people who would be most affected by the higher definition image quality would be the sports stars and our on screen presenters, this includes: BT Sport pundits, football players, boxers and rugby players.

We decided to give them a nudge in the right direction.


We methodically took apart the real boxes, removing all of their wiring and tech, and replacing them with bespoke vanity items – just what you need to get in shape for stunning high-definition coverage.




Results:
Each box had a specific item which was relevant to the person receiving the box and they posted their reactions on Twitter and Instagram. The campaign has achieved 17.3 million impressions since 5th January 2017 without any paid media support.

Insights:
Each box had a specific item which was relevant to the person receiving the box and they posted their reactions on Twitter and Instagram.

The campaign has achieved 17.3 million impressions since 5th January 2017 without any paid media support.