British Sky Broadcasting: Sky Sports
TNT Post (Doordrop Media) Ltd
Belinda Worrell, Emily Metcalfe, Tshaka Campbell.
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. Sky Sports has historically been communicated as a fully integrated campaign, with door drop's lower responses offset by higher conversion-to-sales. To increase response levels, a dual strategy allowed a continuation of the value proposition to be included alongside the above the line sports messaging. Research revealed that sports viewing is a considered purchase, often taken before the start of the football season, with 80% of door drops being read by the female decision-maker. Segmentation and profiling was undertaken to develop a predictive model, including all historical media response, seasonal movement and a clear understanding of the current customer base by product. The outcome allowed overall value to be linked to each customer group. The Barclays Premier League is Sky Sports’ biggest offering; a focus on regionally-promoted teams could capture their excitement. Two of the three promoted teams were included for the regional approach.