Sky New Zealand: Life needs more sport

Digital pay TV broadcaster Sky used a relatable multi-channel campaign to encourage reappraisal of its offer and re-establish Sky Sport as New Zealand's true home of sport.

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...

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