2011 Bronze Best direct response television or radio advertising

Client Sky

What is wonderful about this work? We leveraged key insights and research on the rational benefits of Sky’s TV, broadband and talk package, taking the ATL ‘fairy tales’ and translating them into a charming, compelling reason to respond. Sales increased by 39% with 178,000 net broadband additions – and delivered record-breaking DRTV CPA efficiency.

What details of the strategy make this a winning entry? We simplified Sky’s multiple offering and bundled together TV, broadband and calls to form a single, easy-to-understand proposition with a great value price. We led with the reassuring message of everyday, ongoing value: all for under £20 a month. Industry TV targeting and research with a vast pool of historic DRTV results formulated an optimum station mix to reach our female audience. Thinkbox and Sky research identified 4pm–10pm and weekends as key periods where DRTV successfully drives consumers online to purchase. Our tightly targeted and high-weight DRTV activity drove large volumes of calls and online sales. Based purely on a cost per call basis, the early peak-time band doesn’t compete with traditional daytime DRTV times. However, our ongoing econometric modelling discovered that DRTV activity also generates incremental sales across other channels, with early peak DRTV activity showing a similar but even greater trend.

How did creativity bring the strategy to life? Clear and concise scripting, coupled with an exuberant, warm voiceover, deliver pertinent product benefits and barrier-breaking messages with complete clarity and sincerity. And key product benefits are supported with synchronised titling to maximise take-out. As part of a larger through-the-line campaign, we also brought to life design elements and characters featured in other channels, resulting in seamless integration. Eye-tracking showed that the methodical clean structure was well received, leading the eye through key messaging and concluding with the strong call to action. This execution is proof that, with the help of a little DRTV fairy-tale magic, hard-working creative doesn’t have to be hard work to watch.

Results This was the most successful Sky DRTV campaign in the last three years. It promoted Sky broadband and broke down barriers regarding the value and quality of Sky TV, giving a 39% increase in uptake of the triple-product bundle. Within this uplift, broadband-specific net additions increased by a massive 78% (178,000 additions) and there was an 11% increase in spontaneous awareness. In addition to linear response levels, DRTV proved to be the driver of significant incremental sales volume across other routes, including retail and online. The TV campaign was 69% more efficient than DRTV average across same fiscal period.

Team Neil Simpson, Andy Daley, Dan Saunders, Ant Tobin, Gemma Sinnott, Louise Gray-Murray, Dominick Holmes, George Gloyn, Holly Kidman.