How Sky smashed OOH boundaries with Sky Glass
Sky, Rapport, MediaCom, SCA, AKQA won at The Drum Awards for Out of Home 2022 in the National Campaign for its Sky Glass: More Than Just a TV. Here, we find out what made this campaign more than just another OOH.
How Sky smashed OOH boundaries with Sky Glass
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Sky Glass is more than just a TV. So its campaign had to be more than just a regular OOH. It was also Sky’s biggest-ever launch, so naturally, the campaign had to be larger than life too. To showcase the revolutionary Sky Glass, Sky, Rapport, MediaCom, SCA, and AKQA teamed up to build a multi-format campaign that would reach roadside, rail, underground and retail. Pushing the boundaries of home, they created eight innovative executions for over 400 locations nationwide.
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The brief
Their goal was to create an iconic launch moment for Sky Glass and to deliver it to a nationwide audience. To do this, they needed to clearly unpack product benefits and provide innovation that showcased the benefits. They also needed to raise the profile of Sky stores to increase footfall and get customers to try for themselves their new ‘smarter than smart’ TV.
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The idea
They started with a guiding principle to deliver fame by exceeding expectations of what OOH advertising could deliver. If Sky Glass is more than just a TV, the campaign had to be more than just posters. It had to go beyond expectations of what advertising can deliver.
A core benefit of OOH is its ability to drive reach quickly, and while they knew this would be hugely important for this launch, they needed the campaign to be more than reach. They wanted to focus on fame, consideration, activation and talkability. Here’s how.
Fame: Sky took over 67 landmark digital screens and had 100% ownership of 30 screens for one week from launch. This would dominate London’s Cromwell Road with 25 individual screens and 5 additional locations across the UK.
Consideration: With a combination of classic and digital executions across roadside, rail and underground, they were able to start to unpack key product benefits. Within the creative, they showcased the TV’s five unique colors, elegant design, and powerful built-in Dolby Atmos soundbar.
Activation: In 2021, Sky also launched twelve new stores. As part of the campaign, they knew they needed to drive store footfall as seeing the product in person would be crucial. Using their multi-format approach, they took their campaign to the mall, using mall posters to lead shoppers to specific store locations.
Talkability: A launch campaign of this scale would not be complete without bringing the product to life by pushing the boundaries of OOH creativity. Within this campaign, they delivered eight innovative executions, and four UK media firsts, across over 400 locations nationwide. All of these focused on the Pixel Trail within the creative to showcase the magic of Sky Glass.
The results
- The OOH campaign reached 86% of the UK, delivering over one billion impacts.
- It delivered a whopping 36.3 million impacts across the UK.
- Delivered 58% prompted awareness in three weeks, compared to 30% for the launch of Sky Mobile and 10% for the launch of Sky Q.
- Achieved 61k pre-registrations on the first day, rising to 217k in total pre-sale, with a target of 80k.
This campaign was a winner at The Drum Awards for Out of Home 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.