How an idea to integrate OOH, Radio, Digital and Social Media brought to life Sky Broadband‘s new fibre offering – and led to increased purchase intent amongst their target audience.
The Sky Broadband proposition was to become even stronger with the launch of their fibre product, delivering faster speeds and enhancing the credibility of Sky’s overall broadband offering.
Fibre optic broadband wasn’t new though, yet we needed to establish it as a highly desirable product amongst Sky prospects.
Ultimately the campaign needed to sign-up customers.
In the words of our client, Nikki Griffiths, Brand Marketing Manager at Sky: “The OOH platform played a significant role as part of the media strategy to create impact and deliver a simple clear message to successfully launch Sky Fibre.”
The taxi & radio promotion achieved 5,126 competition entries, driving strong impressions online (+54% above the norm) and in social (+21% above the norm).
The overall campaign had the highest noticeability of all broadband campaigns, with 24% of customers and 19% of prospects recalling it. OOH in particular performed strongly, with recall being 43% higher than TV per £1 million spent. There was also a 7% uplift in intention-to-purchase amongst our target audience.
But the key result was customer sign-ups. 111,000 new broadband customers were added during the campaign, up 9% YOY, with a halo effect on triple play penetration (internet, TV & phone) which increased by three percentage points.