Your freedom, Austria.
With an investment of more than €7bn per year, Sky is Europe’s leading content producer.
In Austria, Sky reaches around 400,000 clients and can be watched in more than 2,000 Sports Bars and 51,000 hotel rooms.
For 2019, Sky developed the new product Sky X that offers the full range of 55 Sky Premium Content, 15 partner and ±85 FTA (free to air) public and private channels for the first time in one app – regardless of previous reception modes and device.
Sky X has no contract binding and offers a full, free month trial.
The challenge
Break the strong market monopolies of the UPC and A1 cable TV providers. Gain market shares from other streaming services such as YouTube and Amazon Prime in Austria with the launch of Sky X. Inspire new, young and mobile-first audiences for Sky X by dramatizing simple world class entertainment with full flexibility.
The solution
Image is more important than price communication. The new Sky X is cool, and not just cheap. A revolutionary TV product needs a revolutionary, straightforward campaign approach.
For the most simple and most relevant streaming offering in Austria, Marcus Podorf delivered the most simple and most effective announcement strategy.
Value contribution
70k+ new, first-time subscribers were generated for Sky X with the launch in 2019 – which is an additional +17.5 % to Sky’s existing, long-term contracted customer base. The EFFIE Awards Austria nominated and shortlisted the Sky X launch campaign for this success in 2020.
Responsibilities
- Strategic communication planning
Scope of work
- Delivered in 2019
- Agency: upljft, member of the thjnk group
Source of information: Sky Austria, upljft and horizont.at
Imagery: ©2019, various online sources. All rights reserved.