How Sky launched its new disruptive tech for an all-encompassing viewer experience

By Awards Analyst | The Drum Awards

June 15, 2022 | 2 min read

Sky won Brand Development or Extension of the Year at The Drum Awards for Marketing 2022 for its Sky Glass. Here, we find out more about what went into this successful project...

In 2021, after several years of development, Sky launched Sky Glass, a new product that combines all of the technology required for a customer to enjoy their favorite content platforms in one easy-to-use, ultra-HD device.

The brief

Sky‘s objective was to deliver a huge and iconic launch campaign for Sky Glass. The campaign proposition was ‘Sky Glass is a TV like no other, with everything you need built in‘. Sky wanted to get nationwide coverage with its launch campaign to grow awareness for the product, build consideration and ultimately drive demand.

The idea

Sky‘s launch strategy was broken down into two key phases, the first being a single-minded phase over three weeks that would establish and explain the news that Sky had made a TV. Following that, in November 2021 the product benefits of Sky Glass for the consumer were revealed to drive understanding through its magical ‘Wizard’ story.

The media strategy had three pillars: to capture the nation’s attention by using distinctive and innovative executions, to show core audiences how Glass transforms their homes and to disrupt the traditional routes to competitor purchase while demonstrating the value of Sky Glass.

The results

The campaign reached 95% of UK adults while doubling awareness of Sky Glass. It also saw its highest ever creative scores for Sky TV and created a TV experience that gained +40% versus its target.

This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here.

And check out which of The Drum Awards are currently open for entry.

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