Hyper-targeting put sky broadband streets ahead

Background

Sky Broadband faced a challenging market landscape, with its main competitor dominating the full-fibre, high-speed broadband space. However, a new partnership provided Sky access to full fibre infrastructure, creating an opportunity to expand its reach.

The objective was clear: Sky needed to announce the roll-out of its high-speed, full fibre broadband across Dublin and highlight the benefits of Sky’s 99.9% reliability.

Solution

Sky Broadband’s campaign was designed to drive consideration through an eye-catching, hyper-targeted media approach in key cluster areas right across Dublin. It combined local charm, playful execution, and a personal touch to engage Dublin residents and spark action.

Leveraging Eircodes, unique seven-character alphanumeric code that identifies every property in Ireland,  the team identified high-growth areas and tailored communications to both new and existing customers.

The core message - “We’re rolling out Sky Full Fibre Broadband across Ireland”- was brought to life through a highly relatable and recognisable creative device: Ireland’s iconic street signs. Sky then recruited a bunch of familiar faces - The Minions - to add playful charm and cheekiness, making the message both memorable and engaging. This unique approach celebrated the arrival of Sky Full Fibre Broadband in these areas. And whoever saw the campaign would feel it was specifically aimed at them.

The media strategy took a two-pronged approach. First, it targeted cluster areas with location-specific OOH sites, social geo-targeting and dynamic audio. 

To really land the message, a tailored door drop was mailed. The iconic street sign was tailored to the area, making the message personal and engaging. This approach allowed the door drop to be easily adapted to different streets, ensuring that each area felt personally addressed by Sky’s offering.

A door-to-door team followed up with each house as a final call for conversion.

Results

The campaign catapulted the brand to the fastest-growing Fibre to the home provider in the market: the best broadband sales year since 2017: a 39% increase in sales through direct and a 42% increase in sales through retail.

The initiative was such a success that it had to be put on pause while engineers struggled to keep up with demand.

Source: DMA Awards Entry 2024. Best Use of Unaddressed Print