The new season of the HBO series "House of the Dragon" started on Sky on June 17. The story centers on the power struggle between Rhaenyra Targaryen and Alicent Hightower. The big question: will fans swear allegiance to House Targaryen or House Hightower?
The creative agency Neu developed a campaign for this, focusing on a teaser film played out on various digital channels and OOH communication. Other measures were also implemented to help make House of the Dragon the series highlight of the summer. A special cover for "20 Minuten" was developed for the launch, as well as another film to mark the start of the season.
The main competitor for the attention of the television audience is, of course, the European Football Championship. Sky and the Neu agency are facing up to this competition: in a charmingly misleading spot, football fans seem to be tuning in to "the biggest fight of the year" - only to be surprised when they switch on "House of the Dragon" (production: Studio Nord)
Sky brand ambassador Yann Sommer was also recruited for the campaign and showed which side he is on on his Instagram channel - in a white-blonde Targaryen look.
From June 17, football fans and fantasy fans alike will find out how the battle between the two houses in "House of the Dragon" will be decided.
Responsible at Sky: Marsali Auberson, François Barras. Responsible at Neu Creative Agency: Nico Ammann, Bettina Beyeler, Maison Fitzgerald, Pian Gumpp, Nicole Vizcardo, Fadi Nemr, Sandy Pfuhl, Simon Rehsche, Adam Schwarz, Romana Schmidtpeter, Fabienne Schoberth, Elif Soysal, Adrian Staehlin. Production: Studio Nord (Nadja von Burg & Valentin Kathriner). Picture editing: Lorenz Wahl.
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With Sky Show, Sky offers a diverse catalog of first-class series and films, which are constantly supplemented by new blockbusters. Sky Sport constantly offers live events from the world of sport, from football to Formula 1, tennis and golf, as well as access to exclusive broadcasts of countless other sports.
Large and small campaigns are constantly on air to promote highlights from the range of in-house productions and hits from partner studios that are exclusively available in Switzerland. In order to make these measures more consistent and to continuously strengthen the Sky brand, the Zurich-based creative agency Neu has further developed the brand identity for the Swiss market. The brand strategy principles, visual elements and the tone of voice are used for campaigns, trailers and other measures on paid and owned media.
Consistency with the international Sky brand identity was just as important during development as the local requirements for building a brand that is to stand for first-class entertainment and new standards in the streaming market.
Responsible at Sky Switzerland: Mehdi Megdiche (Chief Commercial Officer), Marsali Auberson (Director Fiction), Nicolas Jelsch (Director Sports). Responsible at Neu Creative Agency: Sandy Pfuhl, Adam Schwarz, Jacqueline Villiger, Pian Gumpp, Finn van Grondel, Nico Ammann, Simon Rehsche.
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The agency implemented trailers and OOH communication as well as other measures. There are clear signs of wear and tear on some of the OOH posters, as if the zombies from The Walking Dead universe had attacked them.
A "walker countdown" on social media also drew attention to the start of "Dead City" - every day from a different location in Switzerland. And Reto Hanselmann's Halloween party "Season of the Witch" also created a great atmosphere for the series: visitors could have their picture taken in front of a special "Dead City" backdrop, and there was also horror-themed popcorn.
"The Walking Dead: Dead City" has been available on Sky since mid-October. From December 8, "The Walking Dead: Daryl Dixon" will also be shown, for which further measures are planned.
Customer: Sky. Responsible agency: New.
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In the sports news market, Sky has many offerings in the TV sector. Now the platform is trying to gain a firmer foothold in the Swiss market. In this country, the Bundesliga and Premier League can be seen almost exclusively on Sky. At the same time, Sky has positioned itself as a strong news site in both Germany and England. The same is now to happen with Sky Sport Switzerland, especially since the Blue Sport and MySports channels can also be received via the app. Since recently, the website Sky-sport.ch online.
In order to increasingly report on content with Swiss aspects in addition to sports news from around the world, Sky Sport is now working with Viva. With Andy Maschek, Sascha Rhyner and Jürg A. Stettler, Viva has editors who can look back on many years of experience as sports journalists.
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Heimat Zürich had emerged from an evaluation process as Sky's new creative lead agency (Werbewoche.ch reported) and has thus assumed overall responsibility for all advertising campaigns in Switzerland. Now the first campaign of the collaboration is starting: an image campaign for the streaming channel, which is Sky's biggest in Switzerland to date.
The campaign is designed to raise awareness of Sky, position the brand more sharply and thus increase the number of users in the long term. Sky sees a lot of potential for further growth in Switzerland: While Sky is one of the market leaders in other markets, Sky is not yet as well known to the general public in Switzerland. These ambitions are also reflected in the campaign claim: Sky uses it to position itself as "The most exciting streaming in Switzerland," and numerous advertising measures pay off on this positioning.
Share exciting things with others
Heimat Zürich developed the campaign idea from an insight that many people will recognize: Anyone who experiences something exciting in front of the screen often wants to share it with others afterwards. But if they haven't seen the series or the film, their own enthusiasm and fascination can only be conveyed to a very limited extent. And so the cinematically staged films at the heart of the campaign come to the logical conclusion: the best thing is simply to experience Sky yourself.
Responsible at Sky Switzerland: Mehdi Megdiche (Chief Commercial Officer); Creative agency: Home Zurich; brand strategy: Better Studio; director: Nalle Sjöblad; production: It's us; media agency: Mediatonic.
In many countries, Sky is one of the leading brands in the streaming market. The co-production of the series Tschugger (the exclusive first broadcast of season 2 has just taken place), House of the Dragon, Babylon Berlin, Der Pass or Gangs of London recently brought the streaming provider strongly increasing awareness and popularity in Switzerland as well. With live broadcasts of sports highlights, including top matches from international soccer leagues, golf, tennis and Formula 1, and the recently launched news site sky-sport.ch, Sky also offers a platform for sports enthusiasts.
In order to push its strategic marketing, Sky will be taking a new communicative approach in the future and will be relying on an agency set-up of existing and new partners with immediate effect. Heimat Zürich emerged from the corresponding evaluation process as the new creative lead agency and will assume overall responsibility for all advertising campaigns in Switzerland.
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Good news for Swiss sports fans: Sky launches with Sky-Sport.ch a new online platform for sports information. With it, the pay TV station is supplementing its sports streaming offering with freely available live statistics, news, videos, match and background reports, and interviews. A Swiss editorial team creates the local content, which is supplemented with selected international content from Germany and England (in German translation). For the launch, there are exclusive interviews with Swiss national goalkeeper Yann Sommer and NHL star Nico Hischier.
Live stats and highlight videos
Sky-Sport.ch targets its offering at sports enthusiasts and fans, who can choose from a wealth of formats: dynamic content such as live results, team lineups and live statistics from ongoing matches and competitions are available via the platform, as is the latest breaking news from the sports world. Those who missed a game can watch highlight videos that summarize the most important stuff. A launch of Sky-Sport.ch in French is planned for the end of the year and in Italian in 2023.
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By the way: Miami Ad School already had the exact same idea for Netflix in Thailand (can be seen on Adsoftheworld.com). However, the kamagne was implemented - as is usually the case with the advertising school - only in the minds of the students. Who had the idea first, or whether the flash of inspiration struck at the same time (or at least independently) - as always, we don't really know.
Spain is one of the countries that have been hit particularly hard by the coronavirus. The curfew has long been in force and it is strict. Nevertheless, it is circumvented time and again - dogs and unnecessary purchases are blamed. The pay TV channel Sky wants to help out and is turning Madrid's city center into a "no-go era" - at least for series and movie fans. Posters are put up with spoilers - as important resolutions of plot lines that spoil the movie fun.
In the two-minute mini-sequel, E.T. gets acquainted not only with Elliot's family, but also with the advanced technology of today.
After some time with Elliot and his family, however, E.T. begins to long for his own home, so Elliot's children take the little alien back to his ship - as Elliot himself did nearly 40 years ago - so that he can fly home again.
Sky wants to send the message of reunion at Christmas with this little revival. Sky Creative Agency SCA and Goodby Silverstein are responsible for the implementation.
If you watch linear television and switch on too late, you may have missed crucial moments of the movie. Video-on-demand providers such as Sky offer decisive advantages here: You watch when it suits you and you can pay full attention from the very beginning.
You don't actually need a Sky subscription for the program start guarantee, just a simple replay function that enables time-shifted television. Nevertheless, the campaign by Serviceplan Campaign X gets to the heart of the advantages of the pay-TV channel and celebrates the always beautiful game with letters. Famous film titles lose their actual meaning when the beginning - symbolized by the first letter - is omitted.
In the multibillion-dollar bidding war for the British pay-TV broadcaster Sky, the U.S. cable group Comcast has now also received approval from the EU Commission. The Brussels-based authority announced on Friday that the takeover did not raise any competition concerns. In 2017, Brussels had already given the green light to the US group 21st Century Fox.
Sky is the leading pay-TV broadcaster in Germany, the United Kingdom, Ireland, Italy and Austria. As Comcast and Sky are primarily active in different markets, the EU Commission cleared the acquisition without conditions. The two companies would only compete with each other to a limited extent.
Last week, the British government had already cleared the way for the bidding war. However, should Fox, owned by media mogul Rupert Murdoch, win the bid, a spin-off of the Sky News channel would be necessary, it was said. Fox already owns 39 percent of Sky and wants to buy the rest. The deal has been in limbo for months because regulators fear the Murdoch clan could gain too much influence over the media landscape in the U.K. through the acquisition. That's why Sky News is to be spun off.
Comcast had made a bid of 22.5 billion British pounds (about 25.8 billion euros) for Sky at the end of April, reportedly drawing Sky management to its side. Fox wants to pay only 18.5 billion pounds. (AWP SDA DPA)
The launch is planned for the UK and Ireland. Germany, Austria and Italy will follow later in the year. The offer from the previously competing providers is to apply to both existing and new customers.
The company did not give more precise dates for the launch. There were also no details about the price of the bundled offer for subscribers, they are to follow closer to the launch of the cooperation.
Netflix is the world's largest video streaming service with around 118 million subscribers. It offers successful series such as "House of Cards," "Orange is the new black," "Narcos," "Stranger Things" and "The Crown," among others.
The online streaming market is highly competitive. Netflix recently invested billions in new series and films, thus securing its leading position. A takeover battle is currently raging over Sky. (SDA)