1. Sky Sky Fibre Launch Challenge Solution Results
The Sky Broadband proposition was to become even stronger with the launch of their Fibre product, delivering faster speeds and enhancing the credibility of Sky’s overall broadband offering.
Fibre optic broadband wasn’t new though, yet we needed to establish it as a highly desirable product among Sky prospects.
The proposition to consumers was simple: demand more from your fibre optic broadband.
Solution
Our strategy for this part of the brief was a participation-led approach that would bring to life the benefits of unlimited fibre broadband.
We turned a taxi into a Sky Fibre enabled mobile studio – allowing Absolute Radio to broadcast their flagship Christian O’Connell Breakfast Show live and unlimited across London!
Sky used this innovative multi-media collaboration to run a competition on air, giving listeners the chance to win Sky Fibre on-air, online and across social media platforms.
Results
The taxi & radio promotion achieved 5,126 competition entries, driving strong impressions online (+54% above the norm) and in social (+21% above the norm).
OOH in particular performed strongly, with recall being 43% higher than TV per £1 million spent. But the key result was customer sign-ups. 111,000 new broadband customers were added during the campaign, up 9% YOY, with a halo effect on triple play penetration (internet, TV & phone) which increased by three percentage points.