| Title | SAY IT WITH SKY |
| Brand | SKY GERMANY |
| Product/Service | SKY |
| Category |
A09. Media / Entertainment |
|
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Additional Company
|
HMMH MULTIMEDIAHAUS Bremen, GERMANY
|
|
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
|
Credits
| 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.
Background
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.