In a welcome move for entertainment fans across New Zealand, Sky is going to market with a fibre-based broadband service supported by a new campaign from DDB Aotearoa. With entertainment at its heart, the campaign showcases the huge range of content Kiwis can access thanks to high speed, full-noise internet.
In a competitive category, the main challenge for DDB Aotearoa was to differentiate one broadband offer from the next. Tapping into Sky’s exceptional pedigree in entertainment and sport, the creative team landed on a campaign with the feel of a variety show, highlighting Sky Broadband’s proof points in a truly entertaining way.
A 90” launch TVC introduces a central character, Sky Guy, who pops into a prospective, and hilarious, customer’s home to drive home the benefits he’ll enjoy from Sky Broadband; including lightning-fast speeds, excellent Wi-Fi coverage, specialised set-up technicians, and a great price point – designed so he can lap up all the entertainment he can handle.
Damon Stapleton, DDB Aotearoa and Australia Regional Chief Creative Officer, says the launch of Sky Broadband was the perfect opportunity to showcase how Kiwis like to receive their entertainment in 2021, quickly and ubiquitously.
“For us the insight that unlocked this campaign was ‘broadband is broadband, but Sky is entertainment’. And entertainment is better when it’s convenient. Rather than presenting Sky as yet another broadband provider, we wanted to let Kiwis know their entertainment needs can now be met better and more conveniently than ever before.”
This sentiment is shared by Liz Wilson, Sky’s Head of Partnership Marketing, who says DDB Aotearoa’s campaign truly captures the spirit of Sky’s new broadband offering.
“In a saturated market we want to break through the noise and jolt consumers into switching to Sky Broadband in an engaging way. Hundreds of thousands of Sky customers already know we deliver incredible sport and entertainment, and with Sky Broadband, we’re here to make internet access for more Kiwis easier, faster and more entertaining than ever.”
The campaign will roll out via 90”, 30” and 15” TVCs, alongside social, digital.
Agency: DDB Aotearoa
Regional Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Senior Art Director: Paul Kim
Senior Copywriter: Graeme Clarke
Lead Business Partner: Karla Fisher
Senior Business Director: Aaron Hodgson
Chief Strategy Officer: Rupert Price
Agency Producer: Tom Colbeck
Production Company: Finch
Producer: Amy Dymond
Director: Alex Roberts
Chief Creative Officer – Steve Bayliss
Head of Partnership Marketing – Liz Wilson
Digital Marketing Specialist – Letitia Eyes