WATCH MORE SKY by DraftFCB Rio De Janeiro for Sky Tv NZ

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WATCH MORE SKY

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Adilson Xavier
Art Director Benjamin Yung Jr.
Copywriter Ricardo John, Andre Pallu, Ricardo “Dona” Martin, Roberto Rezende
Account Supervisor Pedro Führer
Illustrator Julius Ohta, Cláudio Eiji
Released January 2010

Credits & Description

Category: Self Promotion
Advertiser: SKY
Product/Service: SKY HDTV
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Jan 14 2010 12:00AM
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Creative Director: Adilson Xavier (Giovanni+DraftFCB)
Creative Director: Ricardo John (Giovanni+DraftFCB)
Head of Art: Benjamin Yung Jr. (Giovanni+DraftFCB)
Art Director: Benjamin Yung Jr. (Giovanni+DraftFCB)
Art Directot: Claudio Eiji (Giovanni+DraftFCB)
Copywriter: Ricardo John (Giovanni+DraftFCB)
Copywriter: Ricardo Martin (Giovanni+DraftFCB)
Illustrator: Claudio Eiji (Giovanni+DraftFCB)
Illustrator: Julius Ohta
Art Buyer: Tina Castro (Giovanni+DraftFCB)
Executive Producer: Edgar Pasotti (Giovanni+DraftFCB)
Executive Producer: Telmo Ursini (Giovanni+DraftFCB)
Service Diretor: Mauro Silveira (Giovanni+DraftFCB)
Account Director: Marco Aymoré (Giovanni+DraftFCB)
Account Supervisor: Pedro Fuhrer (Giovanni+DraftFCB)
Media placement: Watches - 10.000 Watches Distributed To Subscribers Who Most Purchased Pay-Per-View Servic - 14/01/2010
Describe the challenges and key objectives
Our challenge was to create a gift that cost less that US$15.00 to produce, but that was capable of becoming an object of desire, thus encouraging subscribers to increase their spending on pay-per-view services.
Describe the brief from the client
SKY has a fidelity programme called Viva SKY. Subscribers accumulate points in accordance with the amount they spend each month, which can then be exchanged for gifts.The aim of the programme is to encourage subscribers accumulate more points by increasing the amount they spend on pay-per-view movies and sporting events. However, as the production cost of the gifts needs to be low, they tend not to generate much interest.
Describe how you arrived at the final design
A detailed study of the customer base revealed that the subscribers who most purchased pay-per-view services were movie lovers. Based on this data, we developed a limited-edition range of watches inspired by the cinema world's greatest directors and their classic movies. Even though the watches were cheap to produce, only US$ 11.00 per unit, they were attractively designed and soon became collector's items.
Give some indication of how successful the outcome was in the market
The stock of 10.000 watches, expected to last 3 months, ran out in the first 5 weeks. Two months have passed since this promotion finished and SKY still receives calls from subscribers wanting to know how they can get the watches. Demand was so high that you can find examples of the watches for sale on Internet auction websites and, as a result of the success of this promotion, SKY is planning to launch a new collection of watches.