CASE STUDY: Thermal Activation with Sky AdSmart
Provided by Sky Media
Leading innovator advertises its new healing & cooling fan with the world's first thermally activated TV campaign
What was the Challenge / Background of the Campaign?
One of the world's leading innovators required an innovative solution to advertise its revolutionary new heating and cooling fan. Unlike other fans, this new fan creates powerful air flow projection without the noise associated with bladed fans.
Sky Media's ground-breaking Sky AdSmart proposition provided the innovative solution the advertiser required, and offered the perfect advertising platform to communicate the unique benefits of the fan range.
What was the Campaign Objective?
- Reach highly targeted viewers identified as being the core audience for the advertiser
- Maximise campaign resonance by only delivering the creative message when an agreed temperature threshold is met
- Drive product awareness and familiarity
- Communicate the unique aspects of the new technology used in the fan
What was the Solution?
To maximise the impact of the advertisement Sky AdSmart enabled the world's first thermally activated TV campaign. This ensured viewers in specified regions would only see the ad during periods of hot weather - a pioneering solution to maximise resonance and achieve creative cut-through. The brand combined three Sky AdSmart attribute groups to target an audience most likely to be in the market for the product: Mums and Presence of children aged 0-4; Mid high - Very high affluence; Regions - Meridian, East of England, London, Leeds and Manchester.
What were the Results?
Despite also running the advertisement the previous year, the Sky AdSmart campaign succeeded in boosting campaign cut-through with prompted advertising recall increasing for those exposed to the Sky AdSmart advertising.
Encouraging results were also seen for key brand metrics. Overall, viewers exposed to the advertising through Sky AdSmart showed higher levels of familiarity and were more positive about the fan.
What were the Key Learnings of this Campaign?
The campaign also successfully boosted brand association KPIs, with those exposed to the Sky AdSmart campaign more likely to agree that the brand is premium and a leading technology company. Creative appeal, ad relevance, and interest in the advertisement was also higher for targeted viewers compared to a broader ABC1 audience. This illustrates how delivering the right
message to a core audience can result in amplified advertising resonance.