Sky TV Broadband Marketing Campaign a Major Success Story
Sky has enjoyed such success from its "Broadband Happily Ever After" campaign (debuted in 2010) that it is now able to reduce its marketing spend.
The company says it has significantly raised awareness of their TV broadband product, which has now risen from 51% before the campaign was launched to 66% in 2011.
The campaign has also seen BSkyB winning the Marketing Week Engage Awards Telecommunications and IT category earlier this year.
Now that the fairytale series advertising has effectively become so familiar to consumers, Sky is shifting their budget for broadband from TV to digital and owned media.
Director of Brand Strategy and Communications at BSkyB, Lucian Smithers, explained that their "simple" and "fun" marketing strategy has been so successful that the company is able to reduce their spend on media and move their focus from TV to online, internal communications and spots on their own channels.
He commented: "We didn't spend as much on media this year as we did last year. The campaign has become so well known now that our maintenance levels are lower, but our acquisition numbers are still high."