| Title | SKY SQREENING |
| Brand | SKY |
| Product/Service | SKY GO |
| Category |
B02. Use of Mobile Devices |
|
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
OBJECTIVE:
Promote Sky Go – the only subscription based mobile app with exclusive live football content in Germany.
INSIGHT:
Curiosity about something is the biggest when we see just a little bit of it.
This approach works especially for a premium experiential product with a high emotional appeal. And even better for an exclusive product like pay tv, with a natural “monetary barrier”.
Results and Effectiveness
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).
Creative Execution
We broadcast the Sky exclusive CL top match Real versus Schalke 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 code led to a mobile website simulating the Sky Go product experience: The match in best quality live on your own smartphone. After 5 minutes, you had to share with your friends via text to continue watching.
Insights, Strategy and the Idea
TARGET AUDIENCE:
The target audience consisted of potential customers on the go with a general interest in football and technology, but who are hesitant to get in on the pay tv thing (towards which consumers have always been more reluctant in Germany than in other markets).
STRATEGY:
We approached consumers when they were on the go and targeted their most basic human instinct: Curiosity.
We made them curious about our exclusive content and gave them the chance to experience our product immediately.