The campaign is designed to ‘reintroduce’ Sky to non-subscribers as an entertainment company rather than a technology specialist or simply a satellite provider.
The rebranding or ‘brand reintroduction’ will include 12 television commercials, more than 20 different posters and 10 press advertisements.
]The adverts will feature powerful images from Sky’s programmes and films including 24, The Matrix Revolutions, Nick Jr’s Dora The Explorer, TCM’s Elvis, That’s The Way It Is and The Disney Channel’s Finding Nemo.
The campaign, created by HHCL/ Red Cell, will include 30 and 40 second TV spots, cinema and outdoor press. Each ad will feature Sky’s new brand identity, developed in conjunction with branding specialist Venture 3, and the strap-line ‘What do you want to watch?’
While stimulating a re-appraisal of pay-TV Sky will also be addressing specific barriers to purchase, targeting segmented groups of consumers with tailored messages.
Sky is working with dunhumby, the company behind the design and build of the Tesco Clubcard scheme, to develop a prospect database of the millions of non-subscriber households in the UK and Ireland.
Jon Florsheim, BSkyB’s managing director, sales, marketing and interactive said: “With this campaign Sky begins the steady transformation from utility to entertainment company. This multi-dimensional marketing drive marks the start of Sky’s long-term strategy to realise the untapped potential in the UK and Ireland. To achieve our challenging targets, we are opening a new conversation with consumers and inviting them to re-think their perceptions of what Sky can offer.”