Campaign details
Brand: SkyBrand owner: Comcast CorporationEntrant company: DDB Aotearoa, AucklandMarket: New ZealandSector: TV channels, services, programmesMedia channels: Content marketing, Cinema, Other & ambient media, Outdoor, out-of-home, Print - general, unspecified, Search marketing, Social media, TelevisionBudget: 1 - 3 million
Executive summary
For many years, digital pay TV broadcaster Sky was one of New Zealand's most loved brands. But, in 2019, as the category flooded with new global and local entrants, Sky found itself in unfamiliar territory: it had become a challenger brand.
By repositioning its sport...