Sky Mobile
THE SKY EXPERT
The Brief
Develop a creative wrapper for Sky Mobile that can work across multiple moments and speaks to the intuitive benefits that make their features so valuable for users.
The Plan
Create Sky Mobile Expert (Jamie Laing) who is evangelical about the value of the network’s features - they keep him connected to the people closest to him.
The Work
Grab attention & upend expectations in content that plays authentically to the strengths of the talent with dynamic elements that keep people watching and delivers brand messaging with a mischievous twist to avoid hard selling.
A bit more about the campaign as a whole:
The campaign consisted of two phases. In phase 1 the challenge was to develop a creative wrapper for the Sky Mobile campaign that could work across multiple moments (Phase 1 & 2) and speaks to the intuitive benefits that make their features so valuable for users. The aim was to increase awareness and drive conversion to Sky Mobile as a network on social. As a result, we sought to achieve 4 things:
Awareness: Conceptualise and create 30s assets that hook the user, establish the concept and land the core proposition.
Consideration: Organic-first content that builds out and brings users into the creative idea.
Engagement: Gamified content designed to sell the core messaging while entertaining users.
Conversion: Cut down edits of the hero videos specifically for retargeting in multiple formats.
Sky Mobile
PHASE 1
Phase 1 embraced a captivating narrative featuring none other than Jamie Lang (English presenter, television personality and investor) as the official Sky Mobile Expert; encompassing a evangelical expert who is committed to value.
Running alongside the paid campaign, we produced a selection of organic assets based on current social trends. The organic campaign assets were used to encourage engagement and consideration which you can watch below:
Sky Mobile
PHASE 2
Phase 2 built on the original narrative built out in phase 1; heroing our key talent Jamie Laing, who now assumed the role of a Sky Mobile Manager.
He embarked on the mission of mentoring and guiding the eager newcomers, Jordan Banjo (British street dancer, best known as a current member of the dance troupe Diversity) and Louise Boyce (Fashion model, content creator, podcaster and mother of three is more commonly known by her Instagram handle, @mamastillgotit_).
Our overarching objective remained twofold: to both educate and entertain Sky's audience. We were committed to achieving this while upholding a structured and engaging social-first format that would serve as a blueprint for future content, spearheaded by a strong storyline to stop those thumbs!
Similar to Phase 1 of the campaign, the key was to increase awareness and drive conversion to Sky Mobile as a network, you can watch these two assets below:
Alongside our paid content output, we crafted 4 pieces of organic content that not only seamlessly integrated social trends but also introduced fresh and innovative concepts. These organic campaign assets were strategically deployed to stimulate audience engagement alongside the paid campaign: