Title	SAY IT WITH SKY
Brand	SKY GERMANY
Product/Service	SKY
Category	C02. Use of Real-time Data
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

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

Describe the use of data, or how the data enhanced the campaign output

We created an artificial intelligence tool that was programmed to recognise certain phrases, words and lines extracted from 845 romantic movies on Sky. It would even recognise and register the timecodes of these phrases and words to identify the precise time the entered text is used in the film. Responding in real-time to the entered texts, the messages would also be edited together in less than three seconds after the user pressed the ‘Create film’ icon. This direct response to data was pivotal in the programme’s ability to be shared.

Why is this work relevant for Media?

The most trustworthy media channel is peer-to-peer communication. Yet, it is also the most difficult one to use for brand messages because people only forward content to their network that they really do embrace. With “Say it with Sky” we found a way to help people write digital motion picture love letters, that were love letters to Sky TV, at the same time. The most important thing about the campaign was to find the right balance between intimacy and fun, to make the user generated content as shareable as possible.

Background

Sky TV (officially named Sky Deutschland AG) as 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/insights

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 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 posts 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.