Leveraging BT’s sustainability credentials to engage Entain on a deeper level.
Challenge
A world leader in sports betting and gaming entertainment, BT’s customer Entain prides itself on being bold, ambitious and disruptive. With a mission to revolutionise the sector to create the most trusted and exciting entertainment for every customer, Entain provides safe and highly engaging gaming experiences using its unique cutting-edge proprietary technology platform. BT sought to strengthen the relationship and turned to JPC for help in taking it to the next level.
Event identification and alignment
Animated infographic presenter
Solution
To demonstrate BT’s strong sustainability credentials and their support of Entain’s ESG goals, JPC identified Entain Sustain – an event that presents Entain’s strategy and initiatives for sustainable betting and gaming to an invited audience of key stakeholders.
Positioning BT as a valuable, trusted, long-term partner, we developed a scrolling infographic-style presentation that took attendees on a journey through BT’s responsible, sustainable, and inclusive activities. Aligned to their purpose – ‘We Connect for Good’ – it showcased BT and Entain’s partnership to date. Illustrating how BT has already helped reduce Entain’s CO2 emissions associated with telecommunications services by 60%, it also evidenced BT’s sustainability credentials and the success of the ongoing partnership to Entain executives.
Thought leadership video content
BT Entain success story
The contacts BT made at Entain Sustain, and the insights gained by both partners, evidence the strength of our account-based marketing strategy and how it can add further strategic value to their business.
Outcomes
With a unique platform and opportunity to engage with the company’s senior executives, the powerful presentation developed by JPC opened the door to conversations with both Entain’s CEO Jette Nygaard Andersen (lead speaker at the event) and Group Head of Sustainability, Sophie Platts.
Following discussions during and after the event, Entain subsequently commissioned BT to create thought leadership video content centred on their sustainability agenda, demonstrating how BT directly contribute to reducing Entain’s carbon footprint.
The contacts BT made at Entain Sustain, and the insights gained by both partners, evidence the strength of our account-based marketing strategy and how it can add further strategic value to their business.
As a direct result of their strengthened partnership with Entain, BT won a network contract, displacing a direct competitor. They now manage Entain’s 2,700 plus sites, upgrading the entire estate to FTTP broadband, and are working on new augmented reality and proof of concepts to digitise the customer experience. The FTTP upgrade contract was awarded without the need for the usual procurement process – testament to the strength of the BT and Entain partnership, shored up by effective ABM strategy.
Services provided
ABM programme planning and management
Content strategy, development and production
Design and production
Core marketing and sales enablement tools