Ahead of the much-anticipated second series of Gangs of London, Sky knew the importance of building excitement and cementing the shows return as a significant cultural moment. The first season earned recognition as the "most-binged premier box set" of 2020 and set a challenging benchmark for the eagerly expected second instalment. Cinema was identified as the crucial AV environment to effectively communicate the show's grandeur and intensity and reach the right audience at the right time.
Plan
The focus was to access films based on age-appropriate content (the creative was restricted to 15+), with the campaign utilising Bronze, Silver and Gold spots and in-reel ad placements, accessing 18 films across 10 weeks - including Don’t Worry Darling and Halloween Ends - to ensure cut through.
Results
Cinema aided the success of the series’ return, which was the top British based drama for Q4 2022.
Improving Associations at Sky
Cinema more effective than paid social and TV in driving key Sky brand metrics such as ‘Content worth paying for’.
Success of Series Launch
The series returned with the highest awareness and best talkability score of any Sky Original in 2022. It also had the best returning series viewing numbers since 2020.
