BT – Being Dele

BT – British Telecom – a lancé il y a quelques semaines, sa nouvelle plateforme de marque, Be There. Particularité de cette plateforme de marque, c’est la première fois que BT unifie ses communications marketing – du produit « broadband » à BT Sport et BT TVet marque – pour ses publics, qu’ils soient consommateurs, entreprises, au Royaume-Uni ou à l’international.

L’objectif de cette campagne et du films est de créer un sentiment de familiarité autour de l’offre de rencontres sportives en direct diffusées par BT Sport, au délà du football – sachant que BT détient et est reconnu pour avoir obtenu les droits exclusifs de l’UEFA Champions League et pour 42 matchs de Premier League -, offre qui s’étend sur le cricket et la couverture exclusive des « Ashes » en Australie, des rencontres internationales de boxe, sans oublier le rugby et la diffusion de l’Aviva Premiership Rugby (l’équivalent du Top 14 pour les Anglais), les rencontres d’UFC, les courses de MotoGP et les matchs de NBA. 

A travers ce film et cette campagne, BT Sport cherche à démontrer et affirmer que la chaîne est le meilleur endroit pour voir s’affronter des athlètes de haut niveau et dans des sports différents. Le film démontre cela en prenant la star anglaise du club de football de Tottenham FC, Dele Alli, et en le faisant disputer plusieurs rencontres dans des scénarios aussi extraordinaires que surprenants. 

Dele Alli se transporte physiquement et mentalement au coeur de l’action de grands moments sportifs. Bien évidemment pour rendre ces moments encore plus vrais, BT s’est adjoint les services de plusieurs stars sportives internationales comme Draymond Green (Golden State Warriors) ou Maro Itoje, le troisième ligne du XV de la Rose. En tant que spectateur, nous sommes tout naturellement immergés dans les scènes proposées et dans l’action au fur et à mesure qu’elle se déroule.  

C’est l’agence AMV BBDO qui est en charge de la partie créative de cette campagne, mettant en avant les produits à destination des consommateurs. 

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