Title	SURRENDER TO GAME OF THRONES
Brand	SKY
Product/Service	GAME OF THRONES SEASONS 1-6; SKY ATLANTIC AND SKY BOX SETS
Category	A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant	SAPIENTNITRO London, UNITED KINGDOM
Idea Creation	SAPIENTNITRO London, UNITED KINGDOM

Name	Company	Position
Andy Daley	SapientNitro	Creative Director
Andy Sams	SapientNitro	Associate Creative Director
Victor Martinez	SapientNitro	Associate Creative Director
Gavin Howell	SapientNitro	Senior Art Director
Robin England	SapientNitro	Senior Copywriter
Brad Brookes	SapientNitro	Copywriter
James Egan	SapientNitro	Art Director
Matt Cosserat	SapientNitro	Art Director
Shane Hanton	SapientNitro	Designer
Liz Faber	SapientNitro	Planner
Sallianne Brown	SapientNitro	Group Account Director
Aine Gibson	SapientNitro	Account Director
Alex Cooke	SapientNitro	Senior Account Manager
James Johnstone	SapientNitro	Senior Accunt Manager
Susie Lau	SapientNitro	Producer

The Campaign

Game of Thrones has some of the noisiest and most ardent fans in the world. And they’re less geeky and weird than you might think… When you speak to them, they don’t talk about dragons and fantasy. They talk about explosive plot twists, fantastic storytelling, engrossing characters, and so on. All of the things we know our target audience already love. So we decided to use this to our advantage. We created a battle plan to rally an army of fans and get them talking passionately about the show in a way that would resonate with our audience. And finally convince them to surrender to Game of Thrones by catching up on all 5 season on Sky Box Sets.

Creative Execution

The implementation of this campaign ran over a number of phases across multiple touch points. Phase 1: Targeted DRTV and Email encouraging existing customers to sample the first season for free, generating conversation Phase 2: Utilised influencers in the form of celebrity Game of Thrones fans to tell everyone why they should “Surrender to Game of Thrones” through their Facebook, Twitter and Instagram. Phase 3: Built on initial social conversation by encouraging people to create sharable, online content that showed why their friends should #SurrenderToGoT, stimulated through a social competition. Phase 4: Capitalised on social conversation and drove awareness through the use of real fan quotes and advocacy across visual press, tube/OOH and TV. Utilising all of the above, helped convert hold outs and lapsed fans into a legion of new viewers – driving upgrades to Sky Box Sets and viewership of Season 6 on Sky Atlantic

SEE CONFIDENTIAL INFO BOX FOR DETAILED RESULTS

Primary audience: Hold Outs, customers who love great entertainment but have never got round to watching GoT. They've held out for 5 seasons, they just need to be told why now. As the chatter for S6 escalates they know they want to be part of it. S 1-5 on Sky Box Sets allows them the perfect opportunity catch up in time for Season 6. Secondary audience: Lapsed viewers We created a connected story-system across 4 Pillars: 1 Entertain: Reach and awareness: leverage the GoT community to make 50 hours of programming achievable and create a halo effect that leads to overhearing. 2 Connect: Desire and understanding: cultivate FOMO amongst Sky customers by giving them compelling reasons to watch Box Sets and drive a record audience for Season 6. 3 Convert: Drive conversion: re-messaging and retargeting. 4 Retain: Hero Box Sets viewers over the weeks before TX to drive overhearing.