Sky begins ad campaign for video-on-demand service
A cross-platform marketing campaign to promote its video-on-demand service has been released by Sky.
Created by Engine, the campaign to promote Sky Anytime+ will run across TV, cinema, outdoor, press and online, featuring King Arthur and his knights of the round table, continuing Sky Broadband’s ‘Happily Ever After’ campaign.
Lucian Smithers, director of brand strategy and communications for BSkyB, explained: “Following the success of the ‘Happily Ever After’ campaign, we’re pleased to return with a new take on the fairytale theme to launch Sky Anytime+ and emphasise the simplicity of setting it up. The modern twist of the Sky Broadband campaign really chimed with consumers, and we’re confident that this campaign will successfully highlight just how easy it is to connect our Sky+HD box to Sky Broadband to receive hundreds of hours of the best on-demand entertainment.”
The campaign was directed by Peter Lydon through production company 76, with media planning by Mediacom.