With a quarter of Sky households having kids, and 60% owning their own phone/ tablet (2016), Sky’s ambition was to launch a new service especially for them – an on-demand TV app. The Sky Kids app, aimed at three to nine year-olds, is a fun and safe way to enjoy a wide range of their favourite shows, available whenever and wherever they want. Our job was to create a contagious idea and media strategy that would resonate with families and showcase the range of popular content and app features.
Through our audience insight and understanding their passion points, we were able to identify three key strategic principles:
1) The importance of demos
2) Showcasing the unrivalled variety and quality of the content
3) Putting Sky at the heart of great family experiences (inside and outside the home)
By identifying that TV is a shared, precious, young family pastime, we knew we needed to create a truly memorable family experience. Identifying half term as a perfect opportunity to target parents and their children together, we created the Sky Kids Café, a TV themed café play experience, which showcased the app via a direct-to-consumer event.
Our efforts culminated in something truly unique. Three of the most-popular on-screen character worlds were brought to life to offer a fun, and recognizable experience for kids in central London. The pop-up experience was open to the public, offering children the chance to step into the captivating worlds of Ben & Holly, SpongeBob SquarePants and Scooby-Doo, as well as enjoy a menu inspired by the shows.
108 pieces of earned editorial with a reach of 72m
4m Twitter impressions from celebrity launch party
95K impressions on Instagram
68% of the total android and 52% of the total iOS app downloads attributed to launch activity