After a successful product launch in 2022 that drove mass awareness to Sky Glass and its credentials as an industry leading premium viewing experience product, Sky wanted to shift its focus this time to driving consideration to purchase. With its highly attentive, premium environment, and strong sound and visual quality, Sky ran across cinema knowing that it was the perfect reflection of the key features that Sky Glass can offer, showcasing the key ‘Smarter than a Smart TV’ message.
Plan
Sky strategically used two copy lengths, launching the campaign with the new 60” copy in bespoke film packs across Q4, and continued momentum by accessing both the ABC1 Adult & Family AGPs. The 60” spot that afforded the time to communicate multiple key features including the 4K screen & sound bar, delivered in an immersive and engaging environment. The campaign then ended with a cut-down 30” copy to maximise admissions from the budget.
Results
Cinema helped deliver an impressive cost-efficient consideration as part of the AV mix.
+14%
more efficient consideration cost-per-point than TV
+57%
more efficient consideration cost-per-point than BVOD
+30%
incremental sales volume immediately after campaign launch
