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SKY LIVESPOTS

SKY LIVESPOTS | SKY | Serviceplan
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basics
Industry: Media & Publishing
Media:Cyber
Market:Germany
Style: Minimalism
descriptioncnen
Describe the brief from the client
In Germany, only the pay TV channel Sky broadcasts all Champions League matches live and in full length.
We wanted to bring this exclusivity to life for a broad audience.
With an innovative broadcast concept that would immediately create high desire. Leading to a significant increase in sales, as well as positive PR and word-of-mouth for the Sky brand.

Creative Execution
The execution was a world premiere and relevant for Sky on many levels:
1. Exclusivity: Being a Pay TV channel, the exclusivity of it’s premium content is Sky’s biggest asset and it’s USP. To demonstrate this value by broadcasting an exclusive game free for everyone for a limited period of time seemed most appropriate and original.
2. Technical innovation: Sky promises to deliver it’s viewers a unique viewing experience through innovative, user-friendly technical features.
Due to the idea’s technically advanced execution, Sky could present themselves as an innovative media company – in B2B as well as in B2C.

Creative Solution to the Brief/Objective.
We chose the most direct way to convince the audience of our product: by letting them experience its premium value – but also its exclusivity.

We broadcast the Sky exclusive Arsenal London versus Bayern München on 19th February 2013 live to free-TV ad breaks. Live – but only for 40 seconds.
Six individual live ads. 60 seconds each (40 seconds live content). On four major channels (SAT.1, ProSieben, KabelEins, Sport1).
Every ad concluded with the direct purchase call for action.
The desired outcome was a two-digit raise in sign-ups compared to previous matches.

Results
After the announcement on the day before the match, the whole of Germany talked about the idea: From major offline/online newspapers (front page in biggest national newspaper BILD) to specialized press, radio and social media.
During the match, more than 5.3m viewers saw at least one of the live ads.
The topic was trending on twitter, reaching it’s peak when even a goal was captured in one of the live ads.
Altogether, more than 160m Media Impressions were generated.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Design:
Account Supervisor:
Producer:
Other credit:Teamlead Champions League: Frank Dammann
Production Manager Sports: Julia Boettger
Senior Manager Campaign Communications: Sabine Schernthaner
Senior Manager Content Marketing: Benno Unterforsthuber
Director Campaign Communications/Social Media: Esther Henze
Senior Vice President Marketing: Ivo Hoevel
Media Agency: Daniel Epailly
awards
New York Festival International Advertising Awards 2014
Second Prize Film
Television
New York Festival International Advertising Awards 2014
Third Prize Branded Entertainment
Broadcast
New York Festival International Advertising Awards 2014
Third Prize Branded Entertainment
Publications & Media
New York Festival International Advertising Awards 2014
Third Prize Direct & Collateral
Publications & Media
Cannes Lions International Festival of Creativity 2013
Gold Direct
Direct response broadcast: TV, radio & infomercials
Cannes Lions International Festival of Creativity 2013
Bronze Direct
Acquisitions
Cannes Lions International Festival of Creativity 2013
Bronze Media
Publications & Media
Cannes Lions International Festival of Creativity 2013
Bronze Promo
Publications & Media
London International Advertising Awards 2013
Silver Non-traditional
Live Events - Beyond Advertising
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