As Sky’s lead comms agency, we were tasked with developing the PR launch strategy for their biggest launch ever. A launch that would see them enter an entirely new category and disrupt a sector. The brief was to create an iPhone moment for their brand.
We only had one shot to get the launch right. Plus, the business required us to keep the entire launch under wraps. So, we had to entice the right media to attend an event without giving any official information on what they were attending for. The product itself also had very specific messaging we needed to land in order to articulate the scale of Sky’s ambition so getting what we were saying right was as important as who we were saying it to.
We created a comprehensive media strategy that saw us tease media with the launch – a Save the Date that spoke to a magical launch and an invite that gave nothing away but ramped up the excitement. Plus we used the fact this was an in person event to drive intrigue with press.
Working with Inca Productions we created an event experience that reflected the scale of Sky’s ambitions but that also gave media the opportunities they needed to create the story we wanted.
From an event space designed for content capture and social sharing, to experiences that brought to life the key features of the event in a newsworthy and memorable way. Plus, we centered the experience on demonstrations for media to see, touch and trial the TV.
70 pieces of media coverage landed on the day of launch focusing on first look experiences from the event
From attending influencers, 260 pieces of coverage, with over 8.8M estimated impressions on Stories landed on the day of the event
And we blended real life and virtual experiences seamlessly with 300 plus attendees in person combined with over 32,000 tuning in via the streamed keynote.
‘Sky Glass’ trended at number 7 on Twitter the morning of launch
‘Sky Glass’ was the number 1 most searched term in the U.K. on launch day