Sky – The power of three: how Sky broke the first rule of advertising with See Speak Surf

Ric Nicholls, Sarah Magraw and George Gloyn

This paper shows how Sky launched into the broadband and phone markets at a time when its core pay-TV business was facing a renewed challenge from a host of big brands like BT and Virgin, and at a time when consumers were incoming increasingly passive regarding many of the services it offered.
Agency: WCRS/MediaComAuthors: Ric Nicholls, Sarah Magraw and George Gloyn

Sky – The power of three: how Sky broke the first rule of advertising with See Speak Surf

1. INTRODUCTION

How should you launch your brand into new categories when your core business is coming under fire at the same time?

How can you credibly enter a new market when there are already 700 suppliers, and people are so confused that you run the risk of appearing to be 'just another provider'?1

This was the situation Sky faced in 2007 as it launched into the broadband and...

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