The BT Sport campaign explored a paradox of how a very expensive asset was made more valuable to a business because it was given away to the customer base for free.
It’s a story set within the world of telco’s and it starts in 2012.
The four main brands battling it out for supremacy were (and still are) Sky, Virgin, BT and Talk Talk.
Without wanting to oversimplify things too much, the best way to win customer favour within the category is to provide a really good TV service.
People are loyal to brands that provide good TV, are prepared to pay a premium for those brands and despite that price premium, believe those brands to provide better overall value for money.
Customers also bestow emotional value on those brands who provide this.
To register your interest or to find out how to enter the next Awards for Excellence visit our Awards site.
Login to download the full case study below:
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.