Solution

At cricket matches, we dramatised the service and engaged people’s imaginations in a way that had never been done before, by putting them at the heart of the action.  Driven by promotional staff and word-of-mouth, fans were encouraged to “Take a catch for England” at a highly branded stand.  Their catch was filmed in front a blue screen so it could be integrated into video footage showing them on the pitch.  This wasn’t just any old catch though - their catch gave England the Ashes.  A catch they could download to their phone and also send on to friends.

All objectives were exceeded, delivering an outstanding ROI for this type of campaign. Subscriptions to the Sky Mobile TV News, Sports and Factual package increased by nearly 160% - more than three times our objective.  With 20,406 responses, the campaign exceeded data capture objectives by over 100%.  An overall ROI of 3:1 was achieved.