How Volvo and Sky Atlantic partnered on branded content

Matthew Carlton

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Sky Atlantic, the digital TV entertainment channel, joined forces with car brand Volvo in September 2016 to develop a series of branded content films. The films, which were integrated across the channel’s key content, became one of Volvo’s most successful campaigns to date, maximising engagement, positivity and purchase intent.

David Ferryman, Insight Executive at Sky, and Shaun Austin, Head of Communicate, Future Thinking spoke about the reasons for the campaign’s effectiveness at the Media Research Summit (London, June 2018).

“Volvo wanted to run a campaign to deliver in two key strategic areas,” explained Ferryman. “It wanted to change consumer perceptions...

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