Summer Festivals

The Challenge:
Sky TV in the UK had traditionally been seen as a News & Sports network and was failing to engage new customers away from other subscription services.

The Solution:
We actively engaged young viewers around a theme that would resonate with their interests in hopes to convert them into future customers.

The Idea:
We used Sky Arts as the flagship brand that would activate a new generation of customers around cultural interests, namely music. We became the unofficial broadcaster of the British summer festivals, appearing and broadcasting live and in 3D for the first time ever. We had unique and engaging brand experiences set up at each of the 14 festivals and captured content to rebroadcast to attract new viewers.