Pub landlords, our primary target audience were being forced to close their premises at a rate of 23 pubs a week. With our target audience under pressure from both macroeconomic and industry pressures, BT Sport Business were tasked with driving sales of BT Sport subscriptions and reducing churn amongst pub landlords.
Eschewing traditional rewards and rational B2B incentive programmes, we went from promotion to emotion by celebrating landlords in our integrated B2B and B2C ‘Landlord Legends’ creative idea.
The campaign reminded pub goers throughout the season of the vital role landlords play in bringing their community together by televising BT sport and in so doing, showed publicans we understood them and their business.
The campaign was executed across print, AV and on-trade, whilst also securing national, regional and trade PR coverage for our landlords.
This resulted in improving BT Sport’s brand perceptions amongst pub landlords by X, reduced churn year on year from 18% to 13% and smashed our sales targets by 19%.
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(Please note: parts of this case study may have been redacted for confidentiality purposes.)
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