Colour of Magic campaign charms viewers

Challenge: Sky One needed to amplify the launch of its two-part adaptation of Terry Pratchett's The Colour of Magic. Measurable engagement with consumers (potential viewers) on a one-to-one level was a priority in the brief.

Client: BSkyB Networks
Agencies: IPM/MediaCom
Lead planner: Paul McCormack

Strategy
Building ubiquitous national reach and frequency through premium large-format roadside and transport media. This included a wrap of the church adjacent to the busy Hammersmith Flyover. We also had to find a suitable environment, with enough dwell time, to allow Sky to send exclusive The Colour of Magic content to consumers via their mobile phones and PDAs. Content was stored to be viewed at a later date, potentially triggering people to view the episodes. It was vital that content was varied and desirable.

Activity
Working in partnership with Titan, we created an outdoor campaign and themed Bluetooth zone in Victoria station from 10 to 23 March, 2008. Victoria is London's busiest rail terminal, with an average of four million people passing through every fortnight. The zone was marked out by a giant 7m x 7m floor graphic, within four pillars in the station. Digital and static posters, plus banners on pillars, were used to signpost travellers towards the zone. When consumers hit the zone, promotional staff encouraged them to turn on Bluetooth. Those that did opt in received exclusive content and messages, including ringtones, wallpaper and competitions appropriate to their handsets.

Results
The TV viewing figures were 1.983 million for the first episode and 1.294 million for the second. Postar found that the national outdoor campaign delivered 70% reach against all adults, who saw it on average eight times each. In total, 18,898 content files were downloaded by Bluetooth, at a download rate of 7.8% of all people who opted in to receive content (source: Breezetech). We exceeded the target Bluetooth download of 1,000 a day, achieving on average 1,259. The highest total number of downloads was 2,200, achieved on the first day of the campaign.

Paul McCormack, account director, IPM

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