Sky Tv Digital Sky Start of Season by Mediacom London

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Sky Start of Season

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Industry TV Channels/Radio Stations and Programmes
Media Digital, Interactive & Mobile
Market United Kingdom
Agency Mediacom London
Released July 2015

Awards

Festival of Media Global Awards 2016
MEDIA Best Communications Strategy Bronze

Credits & Description

BRAND: Sky Sports
BRAND OWNER: Sky
CATEGORY: Publishing & Broadcasting
REGION: United Kingdom
DATE: July - August 2015
AGENCY: MediaCom
MEDIA CHANNEL: Digital,Mobile,Online,Out-of-Home,Print
Insight
With Champions League rights moving from Sky Sports to BT Sport, MediaCom anticipated a huge increase in media spend from the competition. Sky Sports has exclusive rights to the best domestic football with the Barclays Premier League, both in terms of volume and quality of the games. It needed to make sure consumers weren’t swayed by the new claims from BT, which were bound to match Sky’s media spend pound for pound.

Sky has heritage, and BT Sport doesn’t. It has been 23 years since Sky Sports started showing football in the UK, and every season, through experts and analysis Sky Sports brings football to consumers like no-one else can. Just shouting about this wouldn’t be enough because BT were out shouting too. It needed to create genuine cut through.

The agency did a little experiment: it put a few football fans in a room and showed them a highlight reel of the best goals from the previous season. Then, asked them which ones they remembered most. The result made sense: the goals they most remembered were the ones scored by the team they supported.

Strategy
MediaCom knew how it could make this campaign bigger and better for all the football fans out there: make it personal. Different fans see the Premier League through different eyes. So based on Sky’s 23 years of historic moments, it created advertising that resonated with the audience in a truly personal way: their own Premier League campaign. Personalised executions of the creative idea that were distributed with minimum wastage.

If you’re a Manchester United Fan then you see the Man U execution. A Chelsea fan sees the Chelsea version. Using digital real time data it precisely targeted fans across digital media (online, mobile), out of home (relevant posters in relevant regions) and in press (relevant ads with relevant match coverage) so that the fans saw ads aimed specifically at them and them alone.

Execution
To fight off the challenge of BT Sport it gave fans what they wanted – campaigns about the club they love.

So for a Manchester United fan, the Sky Sports campaign that they saw was all about their team. Wayne Rooney celebrating his incredible bicycle kick alongside an article about Manchester United in print, on the way home on a 48 sheet, in their social media feed, in VOD with a Sky Sports pundit sharing their opinion, in email, across Sky apps, on some of their frequently visited websites, on their Fantasy Premier League page… the season ahead was all about Manchester United. Or at least, it is for the individual fans. The more fans interacted with the copy, the greater the amount of intelligent data the agency had to retarget them with the advertising that they loved, about their team.

MediaCom used this approach across every single media channel handpicking creative based on titles, location, behaviour and context across eight key Premier League teams: Manchester United, Manchester City, Chelsea, Liverpool, Arsenal, Southampton, and Tottenham.

Results
The campaign shifted key brand metrics and achieved the primary objective to increase purchase intent:

1. Drove subscription value:
• Saw a 40% increase in Purchase intent
• Increased value for money for customers by 15%
• Increased Intention to stay by 12% amongst customers

2. Landed Sky Sports as the home of the Premier League:
• Increased customer perceptions that Sky Sports was the home of the Premier League by 26%
• Landed the key message of ‘Sky Sports and the Premier League. 23 years and counting’ by increasing perceptions by 10%.

3. Re-framed the conversation, driving massive engagement:
• The hub: 6.5 million page views from 722,000 unique users watching over 9,000 hours of video content
• Personalised ads saw engagement go up by +50% in social media, +23% in digital display and 30x greater on Sky Sports’ website when compared to generic targeting
• Over 18M views of the Premier League moments content across all platforms
• The hashtag #PLMoments had 29K Twitter mentions (versus BT Sport’s 7K mentions of #homeofUCL).