Sky wanted to create a bedrock sponsorship that can be used as a continual platform to communicate their messages over the year.
Sky wanted to create a bedrock sponsorship that could be used as a continual platform to communicate their changing messages across a year.
Target the 'prime' audience aged 45+ - a key age demographic for Sky to ensure continued growth in subscribers.
To communicate Sky's changing messages across the year.
Sky sponsored the Tony Blackburn Weekend Breakfast Show, which runs every Saturday & Sunday from 7-10am on the Smooth Radio Network. To bring the Sky messaging to life we created 2 features: Telly Tips every Saturday morning where Tony outlines the highlights of the next 7 days TV viewing. Weekly promotion each Sunday where Tony describes a TV show he'll be watching this week and listeners call in to guess what it is to win a Sky+ box with a year's subscription.
In the 12 months of the sponsorship, the number of Smooth listeners who are Sky subscribers has increased by 16%. 39% of Smooth listeners are Sky subscribers (up from 23% at the start of the sponsorship). The sponsorship reached over 3.4 million people over the 12 month period, achieving over 200 million impacts. We also delivered an additional 416,000 impacts with every promotion we ran in the show.
"It's an absolute joy working and promoting Sky. It's a fantastic product and I love the weekly competitions and interacting with the listeners as it's product
all our listeners want to win", Tony Blackburn, Presenter.