2018 Brand Experience & Activation


Category A09. Media / Entertainment
Additional Company 2 TRO Düsseldorf, GERMANY
Additional Company 3 DESIGNSTUBE Hamburg, GERMANY
Additional Company 4 HASTINGS MUSIC Hamburg, GERMANY
Additional Company 5 UPLJFT Hamburg, GERMANY
Name Company Position
Alexander Schill SERVICEPLAN GROUP Global Chief Creative Officer
Matthias Harbeck SERVICEPLAN GERMANY Creative Managing Partner Germany
Till Hohmann SERVICEPLAN GERMANY Managing Creative Director
Florian Strauss SERVICEPLAN GERMANY Managing Director
Sandra Loibl SERVICEPLAN GERMANY Executive Creative Director
Franz Roeppischer SERVICEPLAN GROUP Creative Innovation Director
Lorenz Langgartner SERVICEPLAN GROUP Creative Innovation Director
Sebastian Wolf SERVICEPLAN GERMANY Senior Copywriter
Franziska Stroehle SERVICEPLAN GERMANY Art Director
Julius Emde SERVICEPLAN GERMANY Art Director
Julius Emde SERVICEPLAN GERMANY Junior Art Director
Florian Lanzinger SERVICEPLAN GERMANY Creative Intern
Julia Girschikofsky SERVICEPLAN GERMANY Creative Intern
Max Sellers SERVICEPLAN GERMANY Junior Copywriter
Hendrik Sommerfeld Designstube.com Editor
Lisa Rossmueller SERVICEPLAN GERMANY Account Manager
Andreas Precht hmmh Future Commerce Evangelist
Heino Niemann hmmh Head of Systemadministration
Cornelius Bruemmer hmmh Software Architect
Gerrit Menzel Gerrit Menzel Solution Architect
Niklas Brandt hmmh Software Engineer
Florian Weiner hmmh Digital Manager

Why is this work relevant for Brand Experience & Activation ?

The brand Sky TV is experienced by the customers through the content Sky offers and through the way how Sky delivers this content to the customers. Both factors played a vital role in the “Say it with Sky” campaign. The campaign showcased the content Sky has to offer. And it did so by giving people the opportunity to interactively play around with it and create something personal and new. Through this mechanic people were not only activated to generate ever more branded content for social media, but also to buy a subscription for Sky TV due to this experience.


Sky TV (officially named Sky Deutschland AG) is the most important direct broadcast satellite Pay TV platform in Germany, Austria and Switzerland, offering a collection of basic and premium digital subscription television channels of different categories via satellite and cable television. As of 2017, Sky TV has more than 5 million subscribers. Yet, in the entertainment area Sky is under strong pressure from streaming services like Netflix and Amazon Prime Video. That’s why Sky had to find a way to position itself as innovative, entertaining and likeable.

Describe the creative idea

If you struggle saying “I love you”, say it with Sky. How? By using our very own content: thousands of hours of dialogue from our most romantic movies. Type your message, get some suggestions for more creative messages, and then create a supercut-film. This clip delivers your exact personal message with film snippets that have matching lines of dialogue. Send this clip to your sweetheart on Valentine’s Day and enjoy the reaction.

Describe the strategy

The target audience consisted in men and women with a slight domination of females. The demographic range was between 18 and 49 years of age. Since this was a campaign to conquer new customers, we focused on people who don’t have Sky TV subscription, yet. The campaign microsite was promoted with paid social media post on facebook, twitter, and instagram focusing on our main target group. Yet, the main challenge was not to get people on the microsite, but to make sharing the branded content as fun and as easy as possible. Whether we accomplished this mission? More than 120,000 generated branded messages speak to themselves.

Describe the execution

The campaign was promoted with paid posts on social media. Here, we told people, that if they struggle to say “I love you” on Valentine’s Day, “Say it with Sky” can help them out. On the campaign microsite the users could type in their love message. The entered text would serve as a search request. The AI tool identified in real-time the best scenes based on length and audibility and even made suggestions for more creative messages. It then edited the scenes into a clip that delivered exactly the entered message. Branded love messages, directly shareable with your sweetheart. With one click users would send their message via email, Facebook, Twitter or Whatsapp. During the Valentine’s week more than 200,000 users visited the website and more than 125,000 messages were shared. That’s more than 800 hours of branded user generated Valentine’s clips.

List the results

The campaign overall curated more than 125,000 personalised love messages from 845 romantic movies on Sky – and even led to a marriage proposal. The personalized clips were heavily shared across social media on Facebook, Instagram and Twitter and the campaign was picked up by traditional media, generating a media value of 3.7 Million. On the back of this, subscriptions to Sky increased by 156%. So you could say that we turned the day of love into big love for Sky.