SKY has a fidelity programme called Viva SKY. Subscribers accumulate points in accordance with the amount they spend each month, which can then be exchanged for gifts.The aim of the programme is to encourage subscribers accumulate more points by increasing the amount they spend on pay-per-view movies and sporting events. However, as the production cost of the gifts needs to be low, they tend not to generate much interest.

A detailed study of the customer base revealed that the subscribers who most purchased pay-per-view services were movie lovers. Based on this data, we developed a limited-edition range of watches inspired by the cinema world's greatest directors and their classic movies. Even though the watches were cheap to produce, only US$ 11.00 per unit, they were attractively designed and soon became collector's items.

The stock of 10.000 watches, expected to last 3 months, ran out in the first 5 weeks. Two months have passed since this promotion finished and SKY still receives calls from subscribers wanting to know how they can get the watches. Demand was so high that you can find examples of the watches for sale on Internet auction websites and, as a result of the success of this promotion, SKY is planning to launch a new collection of watches.