Wunderman Thompson: BT Sport’s Unscripted

Still from Wunderman Thompson's Unscripted film

Wunderman Thompson: BT Sport’s Unscripted

Celebrating football's beautiful unpredictability – with data

As BT Sport entered its seventh season in the battle for football audiences, its main rival Sky Sports continued to be considered the home of live football.

Wunderman Thompson’s challenge was to take on and defeat BT Sport’s fiercest competitors in the contest for subscriptions. Given that BT Sport held exclusive rights to the Champions League’s live matches in 2019, the agency needed to inspire the football community to talk about nothing other than BT Sport’s new season. The catch? Spend 75% less on promotion of the previous season.

The beautiful game is remarkably unpredictable, and season after season the Champion’s League has been the ultimate spectacle for football fans all over the world – the agony, the ecstasy, the incredible highs and the unbearable lows. Time and time again, live football proves completely unpredictable. You just couldn’t write it… or could you?

Together with BT Sport, Wunderman Thompson launched Unscripted, a campaign based on a script for the new football season. The agency commissioned the biggest brains in sports data, analytics and machine learning to write the first-ever AI-inspired script for any football season.

Before a single ball had been kicked, it fuelled the debate among players, pundits, and most importantly the fans themselves.

The Unscripted campaign received global media coverage, gaining 137 million media impressions across 44 countries. 

But the most inspiring outcome was that Unscripted grew subscriptions for BT Sport like never before, resulting in 100% more fans signing up than the previous season, proving that while you can’t always script football, you can most definitely watch it live on BT Sport.

Read more on wundermanthompson.com

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