FCB Inferno has created eight direct response TVCs to support the launch of Sky TV’s brand-new, premium ‘Sky Q’ product. The ads continue to utilise the core brand idea – TV content bursting free from screens, in the form of liquid droplets, following consumers as they switch seamlessly between TVs and tablets – a term Sky have coined Fluid Viewing™.
Initially, two 30” ads will air on Sky’s Ad Smart service, with one 40” on Peak airtime. A following five edits planned for phasing throughout 2016.
FCB Inferno was awarded the TV brief for the campaign following a competitive three-way pitch against Sapient Nitro and Table 19. In addition, FCB Inferno also developed a suite of pre-registration emails to ‘warm-up’ existing customers, which so far have achieved an 80% open rate, and contributed to Sky’s 150,000+ product pre-registrations.
