The Inspiration
Exploration of the luxury brand feeling you get from having Sky TV. Focusing on Sky Atlantic’s award winning schedule of shows imported from ‘across the pond’ and the V.I.P. treatment you get when watching a channel exclusive to the platform. The concept of ‘Sinfully good television’ came about from connecting real world figures with the fictional characters of Sky’s 7 biggest shows.
The Campaign
The campaign is led by the tag-line ‘Sinfully good television’, seven deadly sins meets seven great shows. The focus was on Sky Atlantic, a channel exclusive to sky, and sky’s on demand service. Some of the most talked about shows would be connected via their main characters with some of the most talked about figures in the real world. Each has a similarity which was explored and exploited. #sinwithsky is used as a talking point to be shared socially online.The campaign works across 4 areas print, press, outdoor and online.
Seven great Shows Seven deadly Sins
By connecting real life characters with characters from seven of Sky Atlantic’s most popular shows we drew on similarities with each and connected them with one of the seven deadly sins. The colours of each poster represent each sin. Green with envy, Red with wrath etc.
Using the #sinwithsky a social networking approach has been introduced which will promote each show and help create more buzz about the channel. We wanted to make a statement with the copy so the typeface chosen is bold & eye catching Sky Atlantic is exclusive to sky and we wanted to focus on this for the entire campaign.
Seven great Shows One Sinful App
The app is designed to act as a sister app for Sky go. It will highlight the seven shows and provide a bit of information about the show. Like the posters before it each show is connected with a sin and the App opens with the question Feeling sinful? It has been styled to mimic sky’s full website. Links are provided to connect to sky anytime or to tweet about the show with the hashtag #sinwithsky.
Ease of use was key when designing the app. Simple swipe and tap buttons are included to navigate the application. The show synopsis is controlled by scrolling up and down with links at the bottom to the Sky Atlantic website. The Sky On Demand icon is directly linked to the app store which allows the user to download the SkyGo App. Feeling [sin]? carries the concept through out.
Feeling Sinful?
The advert placement has been thought out. The billboard being placed in an high traffic area to target people on their way home from work. Same can be said for the poster campaign which would be placed on the escalators in the London underground. Preferably at a station close to a large business district, Targeting those on their way home from work gives them something to look forward to and plays on the idea of being sinful after a hard days work.
Share the Sin with #sinwithsky
Twitter integration is key to making this campaign work. Sharing the posters on air date on which the show goes out under the #sinwithsky. This well help gather great media coverage and the possibility for higher ratings. Creating that ‘water cooler’ moment. but live and online. The #sinwithsky would also work as a means of connecting with the owners sky box suggesting what they would want to watch depending on how they were feeling at the time. Via the app or social networks
