2014 Bronze IT and telecommunications
13 May 2015
Kitcatt Nohr
'How we convinced 3 million UK householders to use a new piece of technology.'
Client Sky
How did the campaign make a difference? Customers who make the most of their Sky subscription by using value added services, including on demand, are less likely to leave. By giving away a free On Demand Connector we made it easy for customers to connect their Sky+HD box to their home broadband allowing them to transform their TV viewing with on demand.
We wanted to convince customers to start using Catch Up, Box Sets and Movies on demand. The best way to do this was to show them the benefits of connecting their Sky+HD box to their broadband and to take away the barriers of doing this. We conveyed the ease of setting up an On Demand Connector to make it easy to get started watching on demand.
We convinced 3 million Sky customers to set up new technology themselves in the process making Sky+ the UK’s largest connected TV platform. Ofcom research shows these customers now view more than double the national average of on demand shows and movies. The number of connections to on demand will also contribute to a reduction in churn and other benefits for Sky.
Strategy We know that to keep a customer at Sky, we need to convince them of the value they receive as a Sky customer and to help them make the most of their subscription.
The more benefit a customer sees in Sky, the more they see the value in keeping their Sky subscription.
One way we could help customers see the benefit of their Sky subscription was to convince them to connect their Sky+HD box to their home broadband. For many customers, this was a manual process that required a new piece of kit.
We know that once a customer has connected their box to their home broadband, they are more likely to use more Sky products and services – and less likely to leave.
Knowing the value of connectivity, we set out to remove every barrier. We offered Connector itself free of charge and made the set up as simple as possible.
Creativity New technology is a hassle. Especially when it involves crawling around under the sofa connecting wires in one box to wires in another box.
When something is perceived to be difficult, our job is to make it as simple as possible.
So not only did we strip back the connection process, we stripped back the creative.
Short simple headlines, clean lines, lots of white space. Nothing that looked complicated or confusing. The pops of colour came from enticing content that could only be viewed with this technology. The content carrot on our set-up stick.
This was not about being clever. It was about being clear. Getting the job done, without the creative ever getting in the way.
Team Jennifer Young - Business Director, Phil Cragg - Planning Director, Rachael Webb - Account Director, Ian Kaye - Project Director, Paul Kitcatt - Chief Creative Officer, Jonathan Palmer - Head of On Demand, George Aivazoglou - Marketing Controller TV Products, Lisa Broom - Senior Marketing Manager TV Products
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