Thursday 8 December 2016

Fluid is Sky Ireland's biggest campaign to date

John McGee

Published 13/03/2016 | 02:30

'The fluid ethos of Sky Q will be carried over into how we deliver the campaign across multiple platforms,' says Ann-Marie MacKay of Sky Ireland
'The fluid ethos of Sky Q will be carried over into how we deliver the campaign across multiple platforms,' says Ann-Marie MacKay of Sky Ireland

Sky Ireland has always been one of the biggest investors in advertising in the Irish market - and its latest high-profile campaign promoting its new premium offering, Sky Q, is its biggest ever.

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In a market that is awash with competition, Sky Ireland is the biggest.

Created by UK agency Brothers and Sisters with MediaCom Ireland managing the media buying, the company's latest campaign has been rolled out across TV, outdoor, cinema and print, as well as a range of social-media channels, including the first-time use of Facebook Canvas ads.

The TV ads were shot by award-winning director Johnny Green, who has worked for such brands as Nike, Under Armour, Cisco and Honda.

First unveiled last November, the company encouraged people to pre-register their interest as the countdown to the launch date began.

Sky Q, according to the company, "completely reinvents the viewing experience", giving users the option to pause what they are watching in one room and carry on viewing it in another room.

Following extensive market research into what customers wanted, the new offering also allows them to take all their recordings with them wherever they go - a first for TV service in Ireland and likely to be popular with those who, for whatever reasons, haven't got round to watching the last few episodes of Homeland they recorded.

And customers can record multiple programmes at the same time (depending on which package they opt for) while watching another.

According to Ann-Marie MacKay, Sky Ireland's product marketing director: "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."

She says that all digital activity is planned in such a way to ensure the messages of the campaign are joined up sequentially to form a "fluid story".

Customers will first be introduced to the product and the concept of Fluid Viewing and then learn over time about specific features across display, mobile and tablet, VOD and social formats.

Sunday Indo Business

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