CASE STUDY: Sky launched their fairytale broadband campaign

Provided by Thinkbox
Sky Broadband needed to increase sales in an aggressive marketplace with broadband headroom diminishing
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What was the Challenge / Background of the Campaign?

In 2010, Sky Broadband had reached 2.5 million customers, becoming the fastest growing broadband provider. However, they were operating in a switchers market. Also, the marketplace was becoming more cluttered and price orientated. Research highlighted two barriers to success - firstly a perceived lack of value in comparison with competitors and secondly no perceived areas of superiority against their main competitors. Sky was seen as a TV provider but less so a true value triple play provider (TV, broadband and calls). Find out more...

What was the Campaign Objective?

Establish more credibility in the broadband marketplace and breakdown barriers surrounding value and quality of Sky TV
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Women and utility decision makers
All adultsFemale
Both
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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