TV ON YOUR TERMS by DDB Auckland for My Sky

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TV ON YOUR TERMS

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market New Zealand
Agency DDB Auckland
Art Director Lisa Fedyszyn Whybin Tbwa
Copywriter Jonathan Mcmahon
Released April 2011

Credits & Description

Category: Posters
Advertiser: SKY TELEVISION
Product/Service: MY SKY
Agency: DDB GROUP NEW ZEALAND
Date of First Appearance: Apr 21 2011
Entrant Company: DDB GROUP NEW ZEALAND, Auckland, NEW ZEALAND
Group Executive Creative Director: Toby Talbot (DDB Group New Zealand)
Head of Art: Dave Brady (DDB Group New Zealand)
Art Director: Lisa Fedyszyn (DDB Group New Zealand)
Copywriter: Jonathan McMahon (DDB Group New Zealand)
Agency Producer: Nick Conetta (DDB Group New Zealand)
Retoucher: Gordon Moir (DDB Group New Zealand)
Designer/Typography: Casey King (DDB Group New Zealand)
Photography: Mat Blamires
Typography: (The Craft Shop)
Managing Director: Justin Mowday (DDB Group New Zealand)
Managing Partner: Scott Wallace (DDB Group New Zealand)
Account Director: Danielle Richards (DDB Group New Zealand)
Account Manager: James Henson (DDB Group New Zealand)
Planning Director: Lucinda Sherborne (DDB Group New Zealand)
Senior Planner: David McIndoe (DDB Group New Zealand)
Director of Marketing: Mike Watson (SKY Television)
Marketing Manager: Chaz Savage (SKY Television)
Marketing Assistant: Amber Brown (SKY Television)
Media placement: Street Posters - High Pedestrian Traffic Areas - 21 April 2011/ 1 Month

Describe the brief from the client
The brief asked us to appeal to wives all around New Zealand, by letting them know that MY SKY was TV that actually benefits them and their home life. With its ability to record, pause and rewind live TV, it means their husbands can watch their shows any old time.

Describe the challenges and key objectives
Most wives don’t like MY SKY. They think that just because there are more channels to choose from and that you can record a lot, that their husbands will just want to watch more TV than ever.

We put it to them that it actually means that his favourite TV can now wait.

If you want him to do something that instant, there’s no excuse for him not to. Because he can pause, rewind or record. And this way he doesn’t miss out on his shows and you don’t miss out on having a useful husband.

Describe how you arrived at the final design
We wanted to show wives just how easy it was for their husbands to swap out the remote control for a paint brush, or the dog leash, or a bunch of roses, or your foot to massage, or anything else you wanted him to do.

Then at a later time, when he’s earned it and you allow it, the remote control again.

Give some indication of how successful the outcome was in the market
This campaign just launched at time of entry, so we haven’t received any hard results yet. But, anecdotally, the initial response from an overwhelming number of women has been positive and we’re confident this will translate into more MY SKY subscriptions.