British Sky Broadcasting: Sky Sports

British Sky Broadcasting wanted to increase return on its sports door-drop campaign at the start of the UK football season.

British Sky Broadcasting: Sky Sports

TNT Post (Doordrop Media) Ltd

The team

Belinda Worrell, Emily Metcalfe, Tshaka Campbell.

Other contributors:

TNT Post, Sapient Nitro.

How did the campaign make a difference?

Sports communication can alienate some audiences during door drops, so a segmented approach was developed to sustain sales during Sky's above the line sports promotion. Response proved that door drops could still drive sales contribution during a premium-priced sports promotion.

What details of the strategy make this a winning entry?

Historical sales showed a declining trend for door drop responders during the launch of the Sky Sports football season....

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