NOW TV - Launching a customer-first service

We defined an editorial approach to the traditional brand launch campaign to give NOW TV the start it deserved.

Taking advantage of trends

The popularity of on-demand streaming services, like Netflix and LoveFilm, was skyrocketing. So Sky launched NOW TV, a service to give customers access to all of Sky’s premium programming – without the contract. It was a big offer, so Sky asked us to help them harness awareness and drive sign-ups.

Mobilising a memorable brand

NOW TV is an on-demand service – so the brand needed an agile, dynamic and hyper-contextual campaign to match. We used DRTV to drive immediacy of action and created a comprehensive content calendar. By promoting the always-on messaging, as well as focusing on the timely releases of football and movies, we built a strong brand narrative, offering customers content that genuinely meant something to them.

Mobilising a memorable brand

NOW TV is an on-demand service – so the brand needed an agile, dynamic and hyper-contextual campaign to match. We used DRTV to drive immediacy of action and created a comprehensive content calendar. By promoting the always-on messaging, as well as focusing on the timely releases of football and movies, we built a strong brand narrative, offering customers content that genuinely meant something to them.

Watching our success

Since NOW TV launched, prompted brand awareness jumped up sharply and, over the subsequent three years, has grown by 34%. And what about actual customers buying an actual Box? Well, we achieved a whopping 178% of our sales targets.

39%

Boosted revenue

24%

Online bookings increased

£64,500

Rise in revenue