| Title | SKY SQREENING |
| Brand | SKY |
| Product/Service | SKY GO |
| Category |
D06. Publications & Media |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Matthias Harbeck |
Serviceplan |
Executive Creative Director |
| Franz Roeppischer |
Serviceplan |
Creative Director |
| Lorenz Langgartner |
Serviceplan |
Creative Director |
| Damian Sturm |
Serviceplan |
Art Director |
| Nicolas Klein |
Serviceplan |
Art Director |
| Florian Daldrup |
Serviceplan |
Copywriter |
| Katrin Eberbach |
Serviceplan |
Account Director |
| Florian Franz |
Serviceplan |
Account Director |
| Florian Gmeinwieser |
Serviceplan |
Mobile Specialist |
| Lukas Pachoinig |
Mediaplus |
Media Planning |
| Niels Verhaag |
Hmmh |
Connected Experience Specialist |
| Florian Gengnagel |
Fireapple |
Agency Producer Film |
| Tobi Tempel/Sven Zellner/Matthias Maercks/Tilo Haucke |
Tobi Tempel |
Dop |
| Dominik Wuest |
Dominik Wuest |
Animation/Special Effects |
| Florian Knab |
Florian Knab |
Editor |
| Mike Achtelik/Patrick Niethen/Karl Bode |
Hmmh |
Software Engineer |
| Christoph Maeschig |
Nerdindustries |
Technical Director |
| Jan-peter Kuntoff |
Nerdindustries |
Software Development |
| Marc Pech/Marit Herrmann |
Nerdindustries |
Project Manager |
Brief Explanation
We turned live video content into a direct channel. With the first ever real
time adaptive QR code. A game changing direct marketing technology.
Creative Execution
We broadcast the Sky exclusive Champions League top match Real
Madrid versus Schalke 04 live to public digital OoH screens all over
Germany. But: Encoded with the first ever real time adaptive QR code.
This innovative technology was developed especially for Sky.
It let's you see the live content – but only rudimentarily.
Creating the irresistible urge to see more. Which was easy, with the
content as direct channel: A scan of the QR code stream led to a mobile
website simulating the Sky Go product experience: See the match in best
quality live on your own smartphone. After 5 minutes, you had to share
the promotion with your friends via text message to continue watching.
Results
Starting from only 4 screens, we reached 15 Mio. contacts within 90
minutes. 1800% higher interaction rate than standard QR codes.
94% sharing rate after the five minute break.
23% higher sales during and immediately after the match (compared to
similar matches before).