Overview
We worked with Sky Business to address an awareness gap among publicans who subscribe to Sky Sports, ensuring they fully understood and leveraged the marketing and planning tools available to them via the MySkySports platform.
Insight
Most of Sky’s publicans could only dream of promoting their venue with a TV ad.
Creative
Our idea was simple, but impossible to ignore. "Pints. Camera. Action!" gave one lucky pub the chance to win a professionally produced TV ad and a targeted local media campaign via Sky's AdSmart.
Publicans were simply required to log into MySkySports to enter.
To boost visibility, we leveraged trade press, emails and DMs, with the campaign amplified by in-person outreach from the Sky Business sales team.
At Sky’s annual conference, we hosted a hands-on workshop for the sales team, inspiring them to create their own pub ads. By the end, the winning team even earned a cameo in the final pub ad - a perfect way to generate pride and connection within the sales force.
And the winner is…
The Grapes in Abingdon was our first lucky winner.
We worked with them to understand their RTBs and what they had to offer, to inform our script and storyboard.
The ad features the landlord as well as many of his regulars. The shoot was a chance to bring them closer together and do something fun as a community.
The campaign was conceived to be easily repeatable so it wasn't long before we were back in action, this time at The Saracen’s Head in Henley-on-Thames…
What our client thought
“Nonsense are our go-to agency for all TTL B2B campaigns. They always push creative boundaries whilst ensuring strategic consistency and managing multiple audience segments. Whether we need a fast tactical response or a fully integrated response, they’re able to pivot and deliver to a high standard.”
Tracy Harrison Pyatt - Director of Marketing, Sky Business
The Project in Numbers
2500+ sign-ups to MySkySports in the first month
200% uplift in sign-ups - more than double our lead KPI
x2 incredibly happy customers!