Restyling and Campaigns
Sky Spain
The British telecom company Sky was planning the launch of an online streaming service in Spain — being this Sky’s first launch in a country where it does not operate pay TV channels. Within the European context, almost two thirds of households are still watching solely what is available through their FTA service. So we focused in demonstrating to the untapped segment of FTA viewers that Sky really does believe in better, and they can deliver it.
Case Study
The context
GOOD Agency was brought in to help create awareness of an unknown brand in Spain and become a pioneer of pay-TV in the country – opening up a new segment of the market by emphasizing the differences from major competitors Movistar+, HBO and Netflix.
Through a thorough benchmarking we found out more about our target audience: head of households aged 35-60 who want more content but have chosen not to add a TV bundle from their Telco or sign up to an OTT service. They want something simple and easy to use. They like the low prices and dislike long term contract commitments.
The concept
Our audience needs to be able to imagine their own moment of enjoyment with Sky. They need to know that they’re going to have more quality content.
So we set an optimistic personality for Sky Spain. Because Sky believes that today should be better than yesterday and tomorrow could be even better still. And Sky wants its Spanish customers to think the same way. So we transformed the brand personality into the core customer benefit: Never settle for less.
Claim: Quiérete más, siente más. (Love yourself more, feel more)
PR Activations
In addition to the OOH and digital marketing materials, we also came up with several activations to actively promote Sky on the streets.
Feel more: Within this overarching concept we can promote a wide range of activities. Let’s beat a Guinness record by gathering hundreds of people dressed in characters from one of our cartoons.
Love yourself more: We will create Team Sky, a team that will tour the streets gifting a free month to anyone who meets our two requirements: subscribe to Sky and love themselves more by getting more out of life.
La Liga
+ Sky Spain
We also partnered with Sky Spain to conceptualize, and produce channel specific campaigns.
LaLiga 1|2|3. The Second Division League does not have the appeal of its bigger sister, but it has strengths that makes it unique: it is not a league with two or three main teams, it is high competitiveness, unpredictable results, and there is a closer affinity to the teams because of their local/regional character.
We targeted local households with LaLiga 1 | 2 | 3 fans and focused on emphasizing Sky as the most accessible and affordable option to enjoy it. With the claim we tied together the sentiment of belonging to a local team with the affordability of Sky: Tu equipo, con tus reglas. (Your team, your rules).
Cartoon Network
+ Sky Spain
With the arrival of Summer and the kids on vacation, parents need to keep them busy and entertained for more hours than usual. This campaign targets middle-class households with children, and focuses on the quality of content for kids that Sky can offer. For the ads, we collected scenes of naughty kids and combined them with content from Sky. The idea is that you can relax as long as your kid is well entertained, and Sky makes this possible anywhere and with any device.
The Claim: Si ellos se relajan, tu también. (If they can relax, you will too) / Estas vacaciones los amigos de tus hijos son tus amigos. (this summer your kid’s favorite cartoons are your best friend) / Vayas donde vayas, disfruta con Sky (Enjoy your holidays anywhere thanks to Sky).