UHD Vanity Kit
BT Sport
Issue 43 | June 2017
Agency
AMV BBDO
Creative Team
Creative Creative Team Dalatando Almeida, Michael Hughes Strategist David Murray
Production Team
Production Model Makers Andy Knight Art Producer Jaki Jo Hannan Producer James Robley & Frankie Burwell-Wright Designer Ian Mills
Other Credits
Account Management Nick Andrew, Khalid Almashgari, Hamza Junaid Project Management Jade Christie
Date
January – March 2017
Background
BT Sport had begun to broadcast sport in Ultra HD. The task was to let current subscribers and customers know that their favourite teams and sports stars were available to view in crystal clear quality and every tiny detail could now be noticed.
Unfortunately there was little budget so an idea was needed that could get significant earned media coverage and get people talking.
Idea
Model-maker Andy Knight designed the BT UHD Vanity Kit. From the outside it looked like the digital TV box viewers plugged into their TVs. However, all the wiring and the tech had been removed and replaced with bespoke vanity items.
Once opened, recipients read the message “Get Ready for Ultra HD” and to help them prepare as presenters were all the things they might need to look their best: tweezers, fake tan, nail file etc.
These were posted to BT Sport pundits, footballers, boxers and rugby players to give them a nudge in the right direction, inviting them to #GetUltraHDReady because in Ultra HD nothing would be missed, including those stray nose hairs or unruly monobrows.
RESULTS
With no media spend and for just £5,000 production spend, the campaign registered 17.3m Impression (Twitter and Instagram) through organic reach.
Our Thoughts
What a great idea, to get your own TV pundits to help you sell new HD in their own social channels.
And how satisfying to see that even the great TV and print agency AMV BBDO can find a valid use for mail every now and then.
I would love to have been a fly on the wall in the Dallaglio household when Lol opened up his beauty kit. Rugby legends Martin Bayfield and Ugo Monye and football stars Robbie Savage, Rio Ferdinand and John Hartson, all ruggedly masculine, played along on Twitter and Instagram and in one short week there were enough tweets and retweets to reach nearly 10 million sports fans.