BSkyB Promo, Case study SKY 3D - SEEING IS BELIEVING by Mediacom London

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SKY 3D - SEEING IS BELIEVING

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Released February 2010

Credits & Description

Category: Best Use of Screens
Advertiser: BSKYB
Product/Service: TELEVISION CHANNEL
Date of First Appearance: Mar 1 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Entry URL: http://3d.sky.com/pubfinder
Media Manager: Jan Neumeister (MediaCom)
Associate Director: Emma Houston (MediaCom)
Associate Director: Charlie Yeates (MediaCom)
Media Manager: Jamie Higginson (MediaCom)
Group Head: Milly Chu (Sky Creative)
Marketing Controller: Catherine Lees (BSKYB)
Media Manager: Zoe Eungblut (BSKYB)
Media placement: Cinema - Kids Goldspot - 60'' Kids Goldspot On 3D (Year Only Deal) - 1 March 2010
Media placement: Press 25 X 4 - 6 Inserts - 25x4 On Spread Supporting ManU/Chelsea In 3D In Pubs - 1 April 2010
Media placement: Screens In Shopping Centres - 3D Screens Installed At Key Sky Stands 3D In Shopping Centres - Rolled Out From April 2010
Media placement: Screens At Sky Ride Family Events - 3D Screens Installed At Sky Ride Events In Roadshows - June 2010

Insights, Strategy & the Idea
HOW COULD WE CONVEY THE DEPTH OF SKY TV’S NEW 3D OFFERING USING“FLAT” MEDIA CHANNELS?

Sky has always been at the forefront of new TV technology, from Sky+ to HD. But launching 3D TV into a market where the majority of the population had already upgraded to full HD (but not 3D) in the past two years was a massive challenge.

Prior to the arrival of the UK's first 3D channel on 1st October 2010, Sky needed to drive desirability and sales for Sky 3D. Our key insight for 3D is that “seeing is believing”. We had to get our target audiences of football fans and dads to see the technology for themselves, to put on 3D glasses in order to understand just how amazing an experience 3D TV is - impossible to convey in most media channels. We needed a sampling campaign for the 21st Century.

Creative Execution
WE COULDN'T. SO WE CREATED AN INNOVATIVE SAMPLING CAMPAIGN REACHING OUR AUDIENCE IN PUBS, SHOPS AND CINEMAS, AND ON FAMILY DAYS OUT.

We set about creating an experiential sampling campaign, buying, and sometimes creating, media channels to showcase 3D content.

We ran press ads prior to big football matches driving fans to an online “3D pub finder”. The pubs listed here had 3D screens (and offered customer 3D glasses), showing Premier League football on Sky’s sports channel. Fans clustered together to watch their favourite teams in glorious 3D all over the country – brilliant for word-of-mouth about Sky’s 3D offering.

We bought the cinema “gold spot” in all 3D family films, and used it to showcase Sky’s family content in all its 3D glory to bespectacled viewers.

3D screens built in shopping centres at Sky retail stores and at family events meant the whole family could sample HD together.

Results and Effectiveness
WE STRENGTHENED SKY’S BRAND, AND BEAT 3D SUBSCRIPTION TARGETS

Our activity made customers desire 3D TV - we witnessed significant increases in agreement that “3D images are so realistic you feel like you're there”.

Our activity put value into Sky’s offering – compared to other Sky campaigns, people exposed were 29% more likely to “think differently” about Sky, and were 22% more likely to agree that Sky was “differentiated from the competition” – essential given stiff competition in the TV market from Virgin, BT and Freeview.

And our activity drove 3D subscriptions – Sky beat their customer target by 100%.