| Title | SKY SQREENING |
| Brand | SKY |
| Product/Service | SKY GO |
| Category |
A02. Augmented Mobile Experience |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS 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 |
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 led to a mobile website simulating the Sky Go experience: The match in best quality on your own smartphone. After 5 minutes, share with your friends via text message to continue watching.
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).
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.
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 mobile content and gave them the chance to experience our product immediately on their own devices.