| Title | SKY SQREENING |
| Brand | SKY |
| Product/Service | SKY GO |
| Category |
C06. Publications & Media |
|
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 |
The Brief
OBJECTIVE:
Promote Sky Go – the only subscription based mobile app with exclusive live football content in Germany.
CHALLENGE:
To promote a product which is at the same time very exclusive but whose value can also only be experienced by one self is challenging.
STRATEGY:
We approached potential consumers when they were on the go and targeted their most basic human instinct: Curiosity.
Campaign Success
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 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.
Describe the success of the promotion with both client and consumer including some quantifiable 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).
Explain why the method of promotion was most relevant to the product or service
To promote an exclusive product, we made everyone ultimately curious about it. By showing just a little bit, with the first ever real time adaptive QR code. It turns the content into a channel, delivering the product experience directly to peoples’ devices.