OBJECTIVES
72Point needed a multimedia PR campaign to launch Sky Mobile’s Sky Watch service, allowing mobile customers to use their free unlimited data to stream their favourite shows on Sky Go without using their data plan. The campaign needed to land national exposure and drive brand awareness, projecting Sky’s key messaging to their target audience and highlighting the idea of ‘extreme streaming on-the-go’. Our campaign needed to meet the following criteria;
- Should be relevant to younger consumer groups
- 41% of Sky Go streamers tend to be under 45 years
- 18-34 year olds also most attracted to the Watch 2.0 proposition over other Sky Mobile propositions.
SUMMARY
After discovering that 42% of Brits stream on the go, we gave four individuals the opportunity to stream their favourite programmes without using their data in iconic locations, creating engaging video content showcasing the ‘on the go’ streaming service. The video was the hero content for the campaign and led to 95 pieces of coverage and over 55,000 video views.
How we did it
72Point created 4 separate, thrilling and distinct brand moments for Sky Mobile, focusing on the ‘extreme’ angle to deliver credible news coverage that is closely linked to the proposition and hammers home key messaging.
95
Pieces of Coverage
1.13M
Estimated coverage views
6.42M
Daily readership
500M
Online readership
Sell-In
The quality of the content distributed via our news wire is trusted by news titles around the world.
Creative
Highly-creative engaging content, ensuring Sky Mobile’s key messages travelled far and wide.
Video
We maximised exposure by harnessing the influence of key spokespeople in high-quality broadcast productions.
Results
The campaign achieved a number of impressive metrics, specifically with the brand mentions, with Sky Watch being mentioned in 1/3 print pieces and the quote included in 2/3 print pieces. Sky Watch was also mentioned in 100% of all online pieces, with the quote used in 95% of online pieces, showcasing how the story expertly carried Sky Mobile’s key messaging to a wide audience.
100%
Online pieces with brand mentions
The visual assets also boosted the exposure of the campaign, being used in 33% of online pieces overall, including tech release coverage. 66% of all consumer online pieces also used the assets we created (video and/or imagery).
