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 to form a single, easy-to-understand proposition with a great value price. We led with the reassuring message of everyday, ongoing value: all for under £20 a month. Industry TV targeting and research with a vast pool of historic DRTV results formulated an optimum station mix to reach our female audience. Thinkbox and Sky research identified 4pm-10pm and weekends as key periods where DRTV successfully drives consumers online to purchase. Our tightly targeted and high-weight DRTV activity drove large volumes of calls and online sales. Based purely on a cost per call basis, the early peak-time band doesn't compete with traditional daytime DRTV times. However, our ongoing econometric modelling discovered that DRTV activity also generates incremental sales across other channels, with early peak DRTV activity showing a similar but even greater trend.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?