SURRENDER TO GAME OF THRONES
| Title | SURRENDER TO GAME OF THRONES |
| Brand | SKY |
| Product/Service | GAME OF THRONES SEASONS 1-6; SKY ATLANTIC AND SKY BOX SETS |
| Category |
H01. Integrated Multi-Platform Campaign (Online & Offline) |
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Entrant
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SAPIENTNITRO London, UNITED KINGDOM
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Idea Creation
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SAPIENTNITRO London, UNITED KINGDOM
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Credits
| 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.