In 2023, we launched the new Sky Kids channel based on the concept that ‘anything is possible’, when you have the limitless imagination of a child. We expressed this at the heart of the brand through 12 unique, humour-packed idents that transform the logo, taking kids on everyday adventures they can relate to.

To build on the success of the launch, we were briefed to inspire children nationwide to participate in the Sky Kids channel, with the primary objective being to increase overall consumption of the channel.

The transforming logo at the heart of the Sky Kids brand embodies the limitless imaginations of children: Through their eyes, anything is possible. Building on the 12 idents to launch it in 2023, we decided to put the kids in charge, inviting submissions nationwide to transform the logo for our next ident.

25,000 entries later, we worked with our winner Ronnie from Wales to bring his ‘Dino Crunch’ idea to life. Now a vibrant, slurping, crunching 3D spectacle airing daily on the channel, it not only gives kids like Ronnie a sense of participation in the channel, but also serves as an inspiration for other children to use their boundless imaginations to come up with their own ideas for future idents.

Each applicant received the Sky Kids logo as an outline, to print out and get creative – pens, paint, stickers, glitter – the more fun, the better. Knowing they could turn it into anything their imaginations could conjure up inspired over 25,000 kids to submit ideas – handbags, rollercoasters, parrots, planets, even stretched sausage dogs – but it was 8-year-old Ronnie’s ‘Dino Crunch’ that came out on top. He came into Sky Creative, family in tow, to help art direct the final 3D animation ready to go out of TV and inspire tomorrow’s kids.

The competition ran for 6 weeks in 2023, supporting the launch of the new Sky Kids channel and aiming to drive awareness to Sky VIP members.

It was communicated to customers across the following channels:

• MySky app

• Sky VIP newsletter

• Sky UI

• 20 sec promo on Sky Kids channel

• The competition drove awareness to up to 10 million Sky VIP members.

• We received over 25,000 entries to the competition

• The competition winning ‘Dino Crunch’ ident was added to the suite of idents which contribute to the engagement and experience of the channel

• Consumption of Sky Kids over the year grew by +28%, in part due to the ident competition