Sky: Fairytale

To simultaneously increase the volume and value of customers, Sky employed an innovative strategy that put the cost of its service provision into perspective as a smart choice, against other cutbacks they were being forced to consider. To achieve this it adopted a new creative positioning, projecting Sky as the provider that made broadband effortless and fun, using modern fairytales. This was communicated through a 12-month media plan using television as the backbone of each burst of activity, supported by press, radio, outdoor, digital and sponsorship. The campaign increased customers by 711,000, created an additional 155,000 TV customers, and generated an incremental £323.6m, giving a payback of £1.60 for every £1 spent