Sky: Finding the right route to an elusive audience
SNAPSHOT
Customer insight helped Sky engage successfully with a new and hard-to-reach audience for the Sky+ brand.
KEY INSIGHTS
The compelling insight that Sky gained about its new target audience — that it resisted the hard sell — formed the basis of a demonstrably effective campaign.
Using celebrities who would resonate with this audience to enthuse in their own words about the brand set the right tone.
Tying this all up into a multi-channel, integrated campaign made the whole far more than the sum of its parts.
SUMMARY
Sky operates the...