Sky Q Launched with Huge Advertising Campaign.
It wouldn’t be a big technology launch without an even bigger advertising campaign to match, so Sky are revving their engines in preparation for one of the biggest ever. Indeed, their new campaign is the biggest and most ambitious of all of Sky’s 27 year history, and it begins with a gorgeous new advert introducing the concept of ‘Fluid Viewing’.
The arresting campaign was produced by the creative agency Brothers and Sisters, who created a series of 60 second TV sports to illustrate how the family of Sky Q products connect wirelessly to create an ecosystem of seamless TV watching. In the first advert, we see how a Sky Q household watching the latest Avengers film can watch on a variety of devices easily. To show that, we see the content explode out of the screen in liquid form before embarking on an epic journey around the house to explode on to a variety of screens.
More than anything though, the ads are simply a technical marvel. Shot by award winning director Johnny Green (whose previous work includes Nike, Under Armor, Cisco and Honda), they’re a stunning combination of world class production values and design across film, sound and lighting. The team hired VFX wizards The Mill to craft each individual droplet based on the real movements, motions and interactions of water. And well, the results are spectacular when viewed in their intended Full HD resolution.
Aside from this TV campaign, Sky will be promoting their latest launch with advertising on cinema screens, radio and in print, as well as social media channels and on the Sky number. The digital campaign will include a number of firsts for Sky, including sequences digital advertising and the use of new formats like Snapchat, Twitter Moments, Facebook Canvas Ads and some pioneering mobile adverts that will blow tablet and mobile users away.
Stephen van Rooyen, Chief Marketing, Sales & Digital Officer, Sky, commented: “For our biggest and most innovative technology launch, we wanted our biggest and most innovative ad campaign ever. On screen we have delivered something that is a truly world class in terms of creative and production. As the content explodes from screens, viewers will believe it has actually liquefied and that the drops contain real pieces of a movie or TV show. The fluid ethos of Sky Q will be carried over into how we deliver the campaign across multiple traditional, digital and social media platforms”.
Andy Fowler, Executive Creative Director, Brothers and Sisters, added: “As always Sky wanted to push the limits of creativity. Getting to something truly original has required mind-boggling skill and effort. The whole thing took one year including five months of intensive pre-production prior to any filming. In total the ads involved 52 artists, 105 liquid VFX shots, over 4,000 individual simulations and an incredible 45,000 hours of rendering to get the ads just perfect.”
Perhaps of most interest is their plan to sequence digital adverts. Traditionally, online advertising is the sort of thing you stumble across, but Sky’s plan promises to change that. The Sky Q adverts you find online will be shown to you in a very specific order in order to maximise effectiveness. Customers will first be introduced to the concept of Fluid Viewing and will then learn over time about the specific benefits of such a system, as well as other features of Sky Q. There’s also some fun interaction based technology, like banner adverts at the top and side of the page interacting with one another, so as to make it appear that droplets are flowing from one into another.
There’s also further innovations to be had through their social media campaigns, which will use new advertising formats to present Sky Q to customers. That includes Facebook Canvas Ads, which use an immersive, full screen take-over on the Facebook mobile platform, allowing the user to experience and explore the benefits of Sky Q in a highly engaging way. This is a brand new innovative social format, with Sky one of the first advertisers to run it. Whether it manages to drive sales, however, is something we wait to find out during their next results announcement.