| Title | SAY IT WITH SKY |
| Brand | SKY GERMANY |
| Product/Service | SKY |
| Category |
C02. Rich Media |
|
Entrant
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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 |
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Future Commerce Evangelist |
| Heino Niemann |
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Head of Systemadministration |
| Cornelius Bruemmer |
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Software Architect |
| Gerrit Menzel |
Gerrit Menzel |
Solution Architect |
| Niklas Brandt |
hmmh |
Software Engineer |
| Florian Weiner |
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Digital Manager |
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.
By encouraging people to “Say It With Sky” we turned the day of love, into big love for Sky.
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.
Sky TV is experienced primarily through the content Sky offers and through the way how Sky delivers this content to the customers. The campaign microsite showcased both factors, simultaneously positioning itself as innovative, entertaining and likeable.
On the microsite the users would type in their love message. The entered text would serve as a search request for a specially developed artificial intelligence tool.
Responding in real-time to the entered texts, the tool would pick the perfect scenes based on length and audibility to deliver the entered message in the form of a supercut of Hollywood film snippets. All in less than three seconds after the user pressed the ‘Create film’ icon. This direct response to data was pivotal in the program’s ability to be shared.
For the pool of data and content that users had the opportunity to play with, we decided to stick to romantic movies. Also, the whole campaign microsite was designed in a typical but modernized romantic look.
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. Resulting in a 156% increase in subscriptions.