Campaign details
Brand: Sky TV/Sky QAgency: Sky Creative
Sky Q: Simplicity is the enemy of DIVERSITY
Summary
Sky Q, a product that combines TV channels and content, streaming apps, internet apps and lifestyle apps, successfully reversed declining consideration by tapping into a more diverse representation of its potential customers.
- Sky Q (in the face of category decline) targeted a broader pool of prospects who didn't currently consider Sky, but did have a strong relationship with the streaming services.
- It embraced the complex truth that nobody's tastes in TV are the same, to position Sky as the ultimate...