Sky: Finding the right route to an elusive audience

Sky operates the most comprehensive multi-channel television service in the UK and Ireland, offering movies, news, entertainment and sports channels and interactive services on Sky digital to over 9.7 million households.

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...

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Insights Team
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