1. Sky Q Driving Awareness with AR Activation Challenge Solution Results
Following its successful launch the previous year, Sky was looking to further increase awareness of Sky Q and communicate its brand new features: UHD (Ultra High Definition) and the Voice Activated Remote Control.
Rapport was tasked with finding an innovative, engaging and fun way of demonstrating the product, sparking conversation and creating a buzz in the process.
Solution
The campaign took place in one of London’s busiest stations, during the half-term holidays to take full advantage of children and families travelling through the station. We re-created the living room environment, with the set-up including a sofa area for the AR experience, as well as two fully functional Sky Q boxes and ultra HD TV demo pods.
A Brand Ambassador greeted users who wanted to participate, asking them to choose from one of five popular Sky programs. Users would speak into the new Sky Q remote in order to call upon their favourite characters and activate the experience, thus showcasing the innovative Voice Control functionality. Participants then enjoyed a second interaction with their chosen character who, through the power of AR technology, appeared on-screen beside them in an array of fun and memorable scenarios, streamed live and broadcast on the giant Waterloo Motion screen.
Results
The campaign ran for five days, with someone participating with the experience on average every 48 seconds, resulting in a total of over 4,500 unique interactions.
Sky also outperformed against every key campaign metric, including managing to shift the understanding of their voice control functionality by an impressive 22% over the campaign period.