Sky: Fairy tales

To promote it broadband service and break down barriers regarding the value and quality of its satellite TV package, Sky set out to woo a female audience in the UK.

Sky: Fairy tales

SapientNitro/MediaCom

THE TEAM

Neil Simpson, Andy Daley, Dan Saunders, Ant Tobin, Gemma Sinnott, Louise Gray-Murray, Dominick Holmes, George Gloyn, Holly Kidman.

WHAT IS WONDERFUL ABOUT THIS WORK?

We leveraged key insights and research on the rational benefits of Sky's TV, broadband and talk package, taking the ATL ‘fairy tales’ and translating them into a charming, compelling reason to respond. Sales increased by 39% with 178,000 net broadband additions - and delivered record-breaking DRTV CPA efficiency.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

We simplified Sky's multiple offering and bundled together TV, broadband and calls...

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