Sky Broadband – Working From Home


The brief

Position Sky as an authority on the nation’s broadband behaviours and raise awareness of its fast and reliable broadband.

The distraction

Broadband isn’t always seen as the ‘sexiest’ topic for consumers and journalists, so we needed to create an engaging story that was not only distinctively ownable to Sky, but that tapped into a current cultural conversation and caused discussion and debate.

How did we make our audience care?

We needed to reach a broad audience of busy households who want fast broadband for a variety of evolving needs. For those audiences, the return to the office was – and still is – a hot topic. The approach? Insert Sky Broadband into cultural conversations around changes in working patterns and habits.

To create relevance for media and audiences, we leveraged the second anniversary of the Government’s work from home order. We uncovered what working life really looks like for the average Brit in 2022, including hybrid working habits, preferences and pet peeves in a fun, insightful and relatable story that encouraged discussion and debate.

Partnering with comedian, actress and writer Ellie Taylor, we brought the research to life across print, broadcast, and social media. Ellie spoke passionately about the findings based on her genuine affinity to the results, and her own personal experiences and belief in the benefits of working a 3:2 week – all delivered in a fun and relatable way.

The action

  • Exceeded our earned coverage KPI by 352%

  • 77 total pieces of earned coverage and 82% featured a spokesperson quote

  • Nine live and pre-record BBC regional radio interviews, totalling a reach of 1,437,000 listeners

  • A national TV interview, live on Channel 4’s Steph’s Packed Lunch (1.5m weekly viewers)

  • 106,353 impressions generated from Ellie Taylor’s Instagram content

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