| Title | SKY HALLOWEEN |
| Brand | SKY |
| Product/Service | SKY RETENTION |
| Category |
C01. Use of Digital Platforms |
|
Entrant
|
SAPIENTNITRO London, UNITED KINGDOM
|
|
Idea Creation
|
SAPIENTNITRO London, UNITED KINGDOM
|
Credits
| Matt Watson |
SapientNitro |
Associate Creative Director |
| Trefor Thomas |
SapientNitro |
ECD |
| Gregor McQuattie |
SapientNitro |
Client Services Director |
| Frith Wood |
SapientNitro |
Senior Planner |
| Leo Balfour |
SapientNitro |
Designer |
| Emma Jane Vosper |
SapientNitro |
Account Manager |
The Campaign
IDEA:
We wanted to give people a fright by possessing their email with a creepy Glitch. The idea was inspired by the thriller and horror genres to creatively engage the recipient. We created an animated GIF to grab their attention and leave them thinking ‘Did that just happen?’
Our subject line establishes the Halloween relevance and hints at what may lie within. It also landed the offer – this was still a direct response communication after all. The email opened with a strong headline that linked directly to our ‘habit insight’ and challenged our audience to re-consider their decision to leave Sky.
Creative Execution
The activation went out on a single day - Halloween - for the concept linked impact.
Both the Email version and the mobile version can be viewed in the 'case film' and the 'supporting digital film' areas of this entry. [Not to processor - please ensure that both are available for viewing through the voting software. Many thanks].
Results
The campaign was a great success. See confidential info box for specific detail.
We developed a working hypothesis based on the ‘Habit insight’, as it came to be known, that it takes on average 66 days to break and make habits. That’s three times more than the myth of 21 days.
We targeted our email at those people who had recently left Sky but not yet had a chance to form a new habit with another provider.
The activation email was sent straight to target consumer inboxes, on a day chosen specifically for impact.
We developed a working hypothesis based on the ‘Habit insight’, as it came to be known, that it takes on average 66 days to break and make habits. That’s three times more than the myth of 21 days.
We targeted our email at those people who had recently left Sky but not yet had a chance to form a new habit with another provider.
The activation email was sent straight to target consumer inboxes, on a day chosen specifically for impact.
The call to action enabled disgruntled ex-users to reverse their decision with the touch of a button.