| Title | TIME TRAVELLER |
| Brand | BSKYB |
| Product/Service | SKY SPORTS |
|
Entrant Company
|
BROTHERS AND SISTERS London, UNITED KINGDOM
|
|
Advertising Agency
|
BROTHERS AND SISTERS London, UNITED KINGDOM
|
|
Production Company
|
OUTSIDER London, UNITED KINGDOM
|
Credits
| Andy Fowler |
Brothers And Sisters |
Executive Creative Director |
| Indy Selvarajah/Harv Bains |
Brothers And Sisters |
Creative Director |
| Pete Thornton |
Brothers And Sisters |
Agency Producer |
| Phil Teer |
Brothers And Sisters |
Planning Director |
| Luke Brookner |
Brothers And Sisters |
Planner |
| Matt Field |
Brothers And Sisters |
Business Director |
| Nick Gold |
Brothers And Sisters |
Account Director |
| Scott Lyon |
Outsider |
Director |
| Zeno Campbell-Salmon |
Outsider |
Producer |
| Richard Packer |
Outsider |
Executive Producer |
| Sam Jackson |
Outsider |
Production Manager |
| Art Jones |
Work |
Editor |
| Giles Cheetham |
Electric Theatre |
Lead Flame |
| Yourick van Impe/Grant Conner/Andrew Stewart |
Electric Theatre |
Flame |
| Taran Spear/Bernardo Varela |
Electric Theatre |
Nuke |
| Sean Elliott/Mak Knighton/Dean Robinson |
Electric Theatre |
CG |
| Matt Williams |
Electric Theatre |
VFX Producer |
| Sam Ashwell |
750mph |
Sound Design |
Brief Explanation
Business objective:
• Offset BT Sport’s acquisition of the Champions League
Marketing objective:
• Retain light users
Communications objective:
• Establish the Premier League as the league that matters most and that Sky Sports is it’s home (and always has been!)
Insight:
• At its core there was one simple truth about Sky Sport’s and the Premier League: Sky Sports had been there since the beginning, since the inception of the Premier League in 1992. A unique 23-year relationship.
Relevant to client:
• Only Sky Sports can claim the proposition ’23 years and counting' and with that comes heritage, expertise and reliability.
Relevant to consumer:
• The Premier League has given football fans great memories over the years and will enjoy being reminded of all the great moments shown on Sky Sports.
The Campaign
Challenges:
• Nullify the announcement that BT had won an exclusive £897m three-year deal to broadcast live Champions League and Europa League football matches, and get fans excited about the Premier League.
• Recruit the sizeable light-user base who might defect to BT now that they had, what might be considered the crown jewel, rather than diehard football fans who would undoubtedly renew their Sky Sports subscription.
Objectives:
• Establish the PL as the league that matters most by creating national debate around which league is the best in the world.
• Hijacking football conversation, focusing it around the new PL season and Sky Sports, drowning out BT’s Champions League message.
• Encourage participation with the campaign through July, a period where there is less organic conversation about the PL, and build anticipation for the new season.
• Capture the attention of light-users, encourage them to stay with Sky Sports.
Creative Execution
TVC
• The 90” film was launched on Facebook, a day before it’s TV premiere, to reach as many fans globally and create excitement and debate.
• The 60” and 40” versions were released on TV channels in the run up to the 2015/16 Premier League season.
"The Hub"
• A microsite - fans could watch and vote for 160 of the greatest moments from every season of the PL.
Digital Display and VOD
• Used video content of the greatest PL moments and Sky Sports experts talking about their favourite memories.
OOH
• Brought the moments to life in where we couldn’t rely on video clips evoking nostalgia.
Social Content Calendar
• Drove traffic by talking about different topics, pitting against fans one another.
Sky channel
• We worked with Facebook to create a bespoke start of the season show, which looked back on the last 23 years.
• 20 million views of the video – 1800% more than target
• 18 million views on Facebook in the first week.
• Most successful ad launch on Facebook ever (excluding USA)
• 140,000 people talking about the campaign online
• 1# global ad shared during 1st week
• 4# global video content shared during 1st week - the only ad.
• Proportion of Sky Sports customers likely to retain their subscription increased by 12%.
• Proportion of existing subscribers increased by 26%, whereas the proportion of those yet to upgrade to Sky Sports grew by 28%.
• At the start of the Premier League season, the amount of subscribers removing Sky Sports from their Sky package fell by 33% compared to the 2013/14 season.
• Campaign hashtag #PLMoments had 29K Twitter mentions verses BT Sport’s 7K mentions of #homeofUCL
• Hub microsite stats: 722K unique users, 93K votes