2024 Bronze Unaddressed Print and Door Drops

Agency: Sky Creative

Client: Sky Ireland

Entry Title: Sky Ireland Broadband - Porto

Executive Summary

Sky’s main competitor dominated the full fibre high-speed broadband market. However, a new partnership with another broadband provider gave Sky access to full-fibre infrastructure, opening up headroom.

Strategy

Sky Broadband campaign was designed to drive consideration through an eye-catching, localised approach in key cluster areas right across Dublin. This campaign combined targeted marketing strategies with geographical precision by leveraging Eircodes, appealing both to potential new and existing customers. The central message, “We’'e rolling out Sky Full Fibre Broadband across Ireland” introduced a new service.

To make this message resonate, the campaign used local street signs, a highly recognisable and relatable element for Irish consumers. The approach allowed Sky to communicate the availability of its service in a way that felt specific and relevant to each locality, effectively driving increased interest and customer engagement.

Despite working with tight budget constraints, the campaign design was optimised for flexibility. Direct mail was styled to look like a traditional street sign, featuring a design and font that evoked a sense of familiarity and iconic status. This allowed the marketing message to be easily adapted to different towns and villages, ensuring that each area felt personally addressed by Sky’s offering.

Creativity

The campaign engaged with a familiar hook and clear proposition. It took a two-pronged approach. First, it targeted cluster areas, dominating these with location-specific OOH sites, social geo-targeting and dynamic audio.

Second, creative was localised to each area for extra cut-through. To really land the message an ‘Own the Home’ phase, using individual Eircodes and implementing a door-drop initiative and NEAR display, directly delivered a compelling offer to households. A door-to-door team followed up with each house as a final call for conversion.

Results

The campaign catapulted the brand to the fastest-growing Fibre to the home provider in the market: the best broadband sales year since 2017: a 39% increase in sales through direct and a 42% increase in sales through retail the campaign.

The initiative was such a success that it had to be put on pause while engineers struggled to keep up with demand, which was a direct result of click-through rate.

The Team
Sky Creative - Susan OHanlon, Senior Account Director - Paul Beier, Creative Director - Ravi Beeharry, Creative - Andy Mancuso, Creative - Alistair Dixon, Design Director - David Bergen, Senior Designer - Hayley Dixon, Artworker - Louise Jones, Senior Producer - Sophie Wade, Retoucher - Shaun Harwood, Artwork Manager - Jonathan Tastard, Studio Producer