Drumond Park and Sky Media

The Redknapps Score with Sky and Drumond Park’s Games Night In

This campaign marked the first time in over a decade that Drumond Park had changed their TV creative and the first time they had entered into a partnership with a broadcaster. And, in another first, it was the first time they’d adopted a multi-platform approach; having previously only ever used Linear TV alone.

Sky Media worked with Drumond Park, Republic of Media and Recipe to create 4 different TVCs leveraging Sky talent – iconic father and son duo, Harry and Jamie Redknapp – to bring the visuals to life with their voice overs. With access to Sky’s premium family content across multiple touchpoints, Drumond Park assigned their full budget to Sky to reach families at key viewing moments. Alongside great shifts in brand metrics, the post-campaign analysis saw LOGO and Articulate being ranked in the top 2 selling board games in 2021 and Sketchy experiencing a huge spike in sales whilst the campaign aired exclusively across Sky.

Drumond Park wanted to refresh their media campaign with TVCs that cut through at the most congested time of the year – Christmas. They needed to connect with a family audience and increase purchase consideration through:

• Creative that highlighted the individual personality and tone of each game, and
• Media placements that complemented and exposed the games to the right audience at the right time.

Sky Media worked collaboratively with Drumond Park, Republic of Media and the creative agency Recipe, in order to generate a creative solution that brought to life the family fun that Drumond Park board games offer. At the heart and centre of each animated creative, we used our iconic father and son duo – Harry and Jamie Redknapp to bring the visual to life with their voice overs. 

 We created 4 different 30” TVCs where the duo battled it out with LOGO, Articulate, Sketchy and Rapidough – showcasing the humorous and raucous fun that can be had by all when playing Drumond Park’s selection of games. 

Next, we needed to build a new media plan. 

• Due to Sky’s unbeatable reach for families across multiple touch points, Drumond Park assigned their full budget to Sky to reach families at key viewing moments. 
• Linear viewing was cherry picked and time targeted around content that indexed highly for their core audience. 
• BVOD was specifically selected to ensure co-viewing moments were tapped into when their target audience were most leaned in. 
• Sky Advance was implemented in order to reinforce the messaging and drive frequency with the right audience, pushing them closer to the point of purchase. 
• We also digitally located viewers who hadn’t seen the ad in the run up to Christmas to ensure maximum exposure when it was most crucial.