With Netflix, Prime and endless streaming platforms becoming GenZ's services of choice, Sky wanted to position Sky Store as a go-to for original box sets to a younger audience.
The challenge was to bring Sky to the forefront of conversation amongst younger audiences.
The challenge was to bring Sky to the forefront of conversation amongst younger audiences.
When you stream a Sky Store box set, you also get a digital and hard copy to keep.
This novel insight spawned my idea.
#OwnIt.
I wrote a series of short films, directed to blend in with social feeds rather than looking like ads. The hidden camera shorts featured seemingly innocent members of the public caught in awkward situations before turning them out and owning it.
This novel insight spawned my idea.
#OwnIt.
I wrote a series of short films, directed to blend in with social feeds rather than looking like ads. The hidden camera shorts featured seemingly innocent members of the public caught in awkward situations before turning them out and owning it.
RESULTS
On the day of launch, #OwnIt and #SkyStore were the number one trending topics on twitter, and fans posted GIFs of iconic awkward moments from TV shows and series, helping promote content from original box sets.
The films won 'content campaign of the year' award at SkyHQ, up against the glossier and expensive ads which ran that year.
