AWARD WINNING
The campaign ‘That Sky Feeling’ won Gold in Consumer Tech at The Drum Awards for Marketing.
Strengthening the Sky brand in a changing connected world
SKY
Technology, entertainment and connectivity are evolving faster than ever. Consumers have more choice, higher expectations and an increasing number of brands competing for their attention.
For Sky, maintaining relevance across categories including TV, broadband and home security requires a deep understanding of changing consumer needs and a clear view of what makes the brand distinctive.
We have partnered with Sky across multiple business units in the UK and Ireland, helping develop brand positionings, creative strategies and communications that strengthen customer relevance and drive growth.
UNDERSTANDING THE OPPORTUNITY BUILDING STRONGER CONNECTIONS WITH CONSUMERS
Across every category, Sky faced a common challenge: how to create meaningful differentiation in increasingly competitive and fast-moving markets.
Working across Sky TV, Sky Broadband, Sky Protect and the Sky Masterbrand, we helped uncover the insights needed to strengthen strategic positioning and creative effectiveness.
For Sky TV, we identified the human truth that became the foundation for the award-winning “That Sky Feeling” campaign, helping drive brand reappraisal among consumers.
For Sky Protect, we supported the repositioning of the proposition within an increasingly innovative home security market, helping maximise relevance for existing and prospective customers.
Alongside this, we helped define the enduring role of the Sky brand in people’s lives and optimise creative platforms for broadband communications in Ireland, strengthening brand associations in a highly competitive category.
SHIFTED FOCUS
From product features to an emotional connection, transforming prospects’ perception of Sky TV as a lifestyle upgrade.
% INCREASE
Lead to a 7% increase in consideration and a 19% rise in ‘Brand for me’ perception.<br /> <br />
THE RESULTS
Creating a platform for long-term brand growth.
The work helped Sky build stronger brand foundations across multiple categories, creating clearer differentiation and more effective communications.
By combining deep consumer understanding with practical strategic guidance, we helped teams refine positioning, strengthen creative development and optimise communications before launch.
The outputs have informed award-winning campaigns, proposition development and brand strategy across multiple business areas, helping Sky remain relevant in categories where customer expectations continue to evolve.
The partnership demonstrates the value of applying a consistent strategic approach across a complex portfolio of brands, products and services.