Sky Tv NZ: SKY HDTV - HAUNTED AD

Credits & Description:

Advertiser: SKY
Agency: GIOVANNI+DRAFTFCB
Category: Best Use of Print
Media Vice President: Alexandre Ugadin (Giovanni/Draftfcb)
Producer: Edgardo Pasotti (Giovanni/Draftfcb)
Planning Manager: Lúcia Thomaz (Giovanni/Draftfcb)
Creative Director: Max Geraldo (Giovanni/Draftfcb)
Creative Director: Joanna Monteiro (Giovanni/Draftfcb)
Art Director: Ricardo Martin (Giovanni/Draftfcb)
Planning Director: Luciana Mussato (Giovanni/Draftfcb)
Planning VP: Rapha Barreto (Giovanni/Draftfcb)
Art Director: Adriano Alarcon (Giovanni/Draftfcb)
Media General Director: Tiago Santos (Giovanni/Draftfcb)
Media Director: Vinicius Loschiavo (Giovanni/Draftfcb)
Producer: Diego Bischoff (Giovanni/Draftfcb)
Account Director: Marco Aymoré (Giovanni/Draftfcb)
Account VP: Mauro Silveira (Giovanni/Draftfcb)
Art Director: Paulo Junger (Giovanni/Draftfcb)
Account Supervisor: Renata Velloso (Giovanni/Draftfcb)

Execution
A cobweb was the horror element inserted into the ads. The media team identified two major monthly magazines for men and women, able to bring the cobweb into reality, also getting visibility and being profitable.The cobweb layer was a way to put the ads in evidence; it brought attention while the readers turned pages.A mailing directed to 73% of magazine subscribers in Brazil has been specially designed to ensure focus on the interaction between target and the cobweb, with the lowest possible dispersion.Passivity common between the reader and the magazine is now broken.The cobweb brought the reader into the campaign spirit, 'The SKY Haunted Mansion'. It was converted into a real experience, ranged with the campaign objective, humorous and tangible.

Effectiveness
SKY campaigns are composed of a strategy results in retail, and a broad mix of media. All communication directs the target to the same points of contact with SKY (same customer call center), so results are measured by media actions.In its strategic planning, television is the main medium, responsible for getting the higher sales volume.Magazines are responsible only for specific actions.Once these actions were aired, SKY was the trending topic on tweeter!The campaign in the magazine circulated to 242,000 subscribers, impacting 756,000 readers. This reach increased indices of premium products sales by 60% (more lucrative combos).

Strategy
Pay TV market in Brazil is growing really fast and new players are offering similar prices. SKY’s goals increased the client market share and the goals achievements are increasing even more month to month. It demanded improved results from the SKY 2013 main campaign.SKY, is a 'specialist in TV', and through their own channels, they have a close relationship with its five million customers, and each year is highlighted by campaigns starring Gisele Bundchen.The strategy was to overcome the competitors, with the concept 'Horror is Not Having SKY'. Using the language and aesthetics of horror films, showing the advantages of having SKY (to understand how big this campaign was, for the very first time in Brazil, 3rd in the whole world, Michael Jackson’s song: Thriller was the soundtrack in an ad commercial). The insight was to bring some horror element from the movie to print media.