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By Amy Houston | Reporter

April 19, 2022 | 2 min read

Sky broadband, alongside creative agency partner Engine, has launched its biggest integrated marketing campaign to date for its Gigafast product, which will see the brand enter the metaverse for the first time.

In the short spot, viewers see a group of Minions quite literally being blown away by how fast the broadband speed is.

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“With our Gigafast full fiber broadband rolling out across the UK, we wanted to bring to life what it feels like to be on such amazing broadband speeds,” said Dave Stratton, marketing director at Sky Broadband.

“By leveraging the power, engagement and fame of the Minions franchise in a fun and immersive way, we’ve aimed to create standout work across all media channels. It’s also important we test and learn in emerging channels and, as an endemic brand, I’m excited to see our first ever campaign in the metaverse.”

Support for the campaign will come through a number of activations, with Sky Broadband adopting a ‘70/20/10’ approach. This allowed it to spend 70% of the time on the overall integration of the project, 20% went to fun real-life installations like a super-fast slide at London’s Westfield Stratford City complex and the final 10% went to its foray into the metaverse.

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“Fast speeds are a well-worn trope of broadband campaigns, but Sky Broadband’s latest product goes way beyond the usual speed upgrade; Gigafast is 25 times faster,” added Kat Thompson, business director at Engine.

“So we wanted to turn the dial on the creative work and push the feeling of speed to the extreme. All across the country, Minions will be seen blasted back by our Gigafast broadband; smashing into TV screens in living rooms, cracking phone screens, breaking billboards and even uprooting bus stops. We loved the idea that not even Minions can handle the incredible speeds Sky Broadband can now offer.”

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