Sky UK: Whole story, half price
SapientNitro London
Campaign overview
Door drops have proven to be successful and cost-effective for Sky in the past, so are a key medium for the broadcaster. Now, faced with increased marketplace competition, it needed to communicate how it was different, what was new and the worth-paying-for choice it could offer to Freeview customers. Working with Sky's insights and decision sciences team, the campaign team developed a model that, among other things, looked at pay TV penetration, risk, affluence, geography and propensity to purchase. And by combining this data-driven insight with its most popular shows...