General information

Campaign objectives: Brand building: Sky Mobile aimed to spark nationwide conversation around its exclusive “Transfer” offer: 80GB for just £18 per month for new iPhone customers who signed up by 11:00 PM on September 1st. In the run-up to the iPhone 15 launch in September 2023, Sky Mobile sought to stand out in a highly competitive market by simplifying the process for customers to switch networks with their convenient ‘Text-to-Switch’ service, making it easier than ever for prospective customers to transfer to Sky Mobile.

Context

During the football transfer window’s “Switch of the Day,” Sky Mobile launched a special offer in conjunction with the iPhone 15 release, tapping into the excitement of the transfer season. Aiming to maintain its 3rd position among mobile network providers in Sky homes, Sky Mobile sought to revitalize growth by targeting Sky Sports viewers and building urgency ahead of the iPhone 15 launch.

In a saturated market, Sky Mobile needed to stand out and make switching easy with their ‘Text-to-switch’ feature. They focused on building front-of-mind awareness to drive consideration and sales, with a key objective of increasing mobile subscriptions in Sky homes, previously at 18%. By targeting Sky Sports’ audience, where 85% of customers and 83% of Premier League fans were using competitor networks, they aligned with football’s Transfer Window to emphasize the ‘Switch’ message.

Creative Minds

With over 1,500 football transfers during the window, Sky Sports News’ Transfer programming became a prime platform for Sky Mobile sponsorship. QR codes on-screen directed viewers to a landing page with the exclusive 80GB for £18 per month offer for new iPhone customers who signed up before the 1st September deadline. Social platforms like Instagram, Facebook, and TikTok extended the campaign’s reach through branded ‘Switch of the Day’ updates with Sky Sports talents.

To make the campaign more impactful, Harry Redknapp was brought in for a live PR stunt, conducting interviews from his car window to promote the switch to Sky Mobile. This stunt reached 30 million followers and generated significant media coverage.

The partners involved were Sky Media and Sky Sports News.

Campaign video

Results

The campaign exceeded targets, driving significant increases in key behavior metrics. Advocacy rose by 48%, talkability by 86%, intent by 49%, and consideration by 70% among viewers. Sky Mobile achieved joint top position with O2 and saw a 69% uplift in brand image. The campaign drove 16,000 incremental visits to Sky Mobile’s website and resulted in a 40% uplift in 80GB sales. Deadline Day proved the most successful, with over 2,600 visits generated from both linear spots and sponsorship. This success led to an extended partnership through 2024, covering both the Summer and January Transfer Windows.