SKY Q HIGH IMPACT DISPLAY
| Title | SKY Q HIGH IMPACT DISPLAY |
| Brand | SKY |
| Product/Service | SKY Q |
| Category |
C01. Online Ad |
|
Entrant
|
SAPIENTNITRO London, UNITED KINGDOM
|
|
Idea Creation
|
SAPIENTNITRO London, UNITED KINGDOM
|
Credits
| Andy Daley |
SapientNitro |
Creative Director |
| Matt Watson |
SapientNitro |
Associate Creative Director |
| Ben Winter |
SapientNitro |
Associate Creative Director |
| Martin Zoutendyk |
SapientNitro |
Creative Lead, Art Director |
| Scott Hughes |
SapientNitro |
Senior Copywriter |
| Natalie Villarroel |
SapientNitro |
Art Director |
| Matthew Broad |
SapientNitro |
Copywriter |
| Tim Vukcevic |
SapientNitro |
Designer |
| John Kontos |
SapientNitro |
Designer |
| Jay Sukhija |
SapientNitro |
Lead Developer |
| Amit Chaudhary |
SapientNitro |
Manager Interactive |
| Nikhil Gupta Associate |
SapientNitro |
Manager Interactive |
| Arvind Singh Associate |
SapientNitro |
Manager Interactive |
| Mansi Dogra |
SapientNitro |
Senior Associate |
| Stuart Hogton |
SapientNitro |
Head of 3D |
| Sarah Rodriguez |
SapientNitro |
Senior Account Director |
| Andreas Ohlbach |
SapientNitro |
Senior Account Director |
| Lisa Schumacher |
SapientNitro |
Account Manager |
| Natalie Cole |
Sky |
Marketing Controller |
| Gemma Seddon |
Sky |
Senior Marketing Manager |
| Andre Gill |
SapientNitro |
Manager, Interactive Programme Management |
The Campaign
How do you demo a revolutionary new way to watch Sky without the actual box or TV?
Each route highlighted a unique Sky Q feature, allowing the user to move content from screen-to-screen via using the fluidity functionality of the creative. This allowed the user to familiarize themselves with the Fluid ViewingTM benefits.
The “Q-Nami” Online Rich Media Billboard prompted the user to tap “Q” on their keyboard. Each click released a flow of fluid from one screen to another.
Creative Execution
From sign-off on the concepts to launch, the team had a little over five weeks (including QA time) to build the Mobile Interstitial creative, the Qnami creative, and the Tilt Tablet creative (for 2 orientations).
Once live, all three placements ran in Q1 and Q2. The QNAMI high impact ad ran on the MSN homepage for a full day takeover, on 4 separate dates. The Mobile Interstitial and Tilt Tablet creative were trafficked via LoopMe onto a variety of media placements – including the Daily Mail and NME.
In terms of scale, Sky Q was launched in mid-Q1 (12th February 2016). In total, we served over 1.2 billion Campaign impressions and drove over 3.4 million clicks to site. In Q4, after the initial launch period, new customer Q sales across digital were up 152% vs. target in Q2 and CPA was 57% more efficient than forecasted.
Please see confidential info box for results detail.
As this was a new product launch with limited consumer understanding of how Sky Q’s Fluid ViewingTM can transform how people watch television, our challenge was to intelligently bring to life the benefits of the new technology.
Our primary audiences are interested in technology, but technology is only widely adopted when it is useful, solves a problem and makes lives better. The best way to understand the benefits of Sky Q with Fluid ViewingTM was to enable prospects to experience it for themselves and make that connection with the product.
We used high impact and disruptive digital ad formats to develop device-specific creative approaches. Prospects could experience the benefits of Fluid ViewingTM firsthand, by engaging with the ads, rather than simply being told about Sky Q.
By making the benefits of the new technology tangible, we made Sky Q relevant to their lifestyles – ultimately driving more sales.