Sky TV/Sky Q: Simplicity is the enemy of DIVERSITY

Sky Q, a subscription-based television and entertainment service, launched a campaign in the UK to increase consideration by tapping into a more diverse representation of its potential customers.

Campaign details

Brand: Sky TV/Sky QAgency: Sky Creative

Sky Q: Simplicity is the enemy of DIVERSITY

Summary

Sky Q, a product that combines TV channels and content, streaming apps, internet apps and lifestyle apps, successfully reversed declining consideration by tapping into a more diverse representation of its potential customers.

  • Sky Q (in the face of category decline) targeted a broader pool of prospects who didn't currently consider Sky, but did have a strong relationship with the streaming services.
  • It embraced the complex truth that nobody's tastes in TV are the same, to position Sky as the ultimate...

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