TV series are really part of us. All of us. Celebrated actors and ordinary people.

Top lines of the most famous titles have become everyday slang, their plots and captivating storytelling are an immersive experience we feel part of. Week by week, season by season. They are true life companions, everyday conversation topics, real cultural events. That’s something magic in it. In the passion and love of millions of fans, being them famous or not. In the chemical bond that connects so many different people together.

We wanted to bring this magic on stage, in the most authentic and “unstaged” possible way. Because Sky, and its talents, really shares the same passion for the content it broadcasts that fans have, and we wanted to demonstrate it.

The campaign was developed throughout four phases: recruiting (3 weeks), live auditions (3 days), brand campaign (1 month) and final reward (one day experiences).

First we invited fans on a website where they had to prove their true love for TV series through several video-tests (e.g. reciting famous lines or singing the theme song from their favorite series). The best videos became ads inviting more fans to join. Then we selected the best 50 candidates and called them for a live audition, where they had the chance to share their passion with famous Sky’s TV series Italian actors. A collective performance that eventually became a series of TV Commercials, web videos and social pills, with a final reward that brought the most deserving ones on a real movie set and allowed them to know what it really feels like to be part of a Sky TV Series.

Almost 110.000 unique visitors on recruiting website

Almost 7.000 registered candidates

Over 84 M global online views (brand campaign)

More than 14 M Facebook Interactions

+7% brand interest on core targets