Sky needed to attract large volumes of Freeview customers but, with research consistently showing that Freeview customers didn’t usually see the value in pay TV or felt it was too expensive, the broadcaster introduced an entirely new approach to create impact and cut through to attract new customers
Sky grabbed Freeview customer’s attention and enticed them to switch by showcasing their most popular show: Game of Thrones. This was combined with a compelling half price offer (Get the whole story for half the price) and communicated in an unusual square format to ensure doormat stand out.
Acquisition (enquiries) was 15% above target and conversion (sales) 18% above target, showing that the “whole story, half the price” offer was hard for people to refuse as both an emotional draw and a rational deal.
Incremental sales beat the previous champion door drop by 22% delivering a 1.7:1 ROMI.
Source: Sky - DMA Award Entry 2015
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