Looking to leverage the value of their embedded consumer base, Sky developed a broadband offering, offering very fast fibre with no jargon.
Working closely with Sky, we ran CX workshops with customers to flight test creative approaches, messaging and pricing, to create a totally consumer centric, segmented offering recognising consumer pain points, with communications to de-mystify the category. We identified ‘made for entertainment’ as the key differentiator for Sky and this has become the core creative platform for all Sky Broadband, alongside a copy playbook for all comms. Managing the below the line aspect of the launch in partnership with the Sky team, we created segmented comms for different audience types and home needs, an end to end automated onboarding programme using Salesforce Marketing Cloud, and many digital assets. Sky Broadband has been adopted quickly by many Sky customers, achieving the targeted attachment rate to Sky Box.
TVNZ NZ Marketing Awards 2022 FINALIST
Sky Broadband (Sky TV) Utilities/Communications