Sky Q Kids Quotes

The brief

Sky wanted to amplify its Voice Search offering and demonstrate how easy it is to use the function at home as a family. But with technology in the TV world constantly evolving, we needed to create something that really stood out and prompted people to pick up the remote and talk into it!

The distraction

There’s a lot of tech in the home that claims to make your life easier / hassle free but we needed to prove that to busy parents who are looking for the simplest solutions for their families. By analysing and understanding the way in which young children ask what to watch and pick their TV choices, we were able to create a campaign that literally got people talking.

How did we make our audience care?

Enter Sky’s Kids Quotes service….enabling kids and parents to search for content in the most intuitive way. Our research into how children ask for what they want to watch revealed they will often ask for a character name or use a character quote rather than using the name of the show or movie. So, we added a whole raft of new character names and quotes to the voice search service, based on a nationwide poll revealing the UK’s most popular TV shows and films. We enlisted the help of Storm Keating and her two children to trial the service for the first time and got influencers such as Caitlin Moran praising the idea in her column for The Times.

The action

  • The campaign delivered over 165 pieces of coverage with a 1,154,676,162 total reach including a 12 national pieces of coverage.

  • The Sky Q voice search function was mentioned on average 5 times per piece. and 97% of online pieces included the branded video.

  • Storm’s social video had over 38,000 views.

  • 25 search terms added to Sky Q

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