There’s no ‘I’ in team but you can find ‘me’.

We did a little experiment: we put a few football fans in a room and showed them a highlight reel of the best goals from the last season. Then we asked them which ones they remembered most.

The insight that came out was clear - the goals fans most remembered were the ones scored by the team they supported.

Multi-media personalisation at massive scale.

So for a Manchester United fan, the Sky Sports campaign that they saw was all about their team. Wayne Rooney celebrating his incredible bicycle kick alongside an article about Manchester United in print, on the way home on a 48 sheet, in their social media feed, in VOD with a Sky Sports pundit sharing their opinion, in email, across Sky apps, on some of their frequently visited websites, on their Fantasy Premier League page… the season ahead was all about Manchester United. The more fans interacted with the copy, the greater the amount of intelligent data we had to retarget them with the advertising that they loved, about their team.

We used this approach across every single media channel handpicking the right team creative based on titles, location, behaviour and context.

Sky emerge victorious!

The campaign dramatically shifted key brand metrics and achieved the primary objective to increase purchase intent:

• Saw a 40% increase in Purchase intent

• Increased customer perceptions that Sky were the home of the Premier League by 26%

• Personalised ads saw engagement go up by +50% in social media, +23% in digital display and 30x greater on Sky Sports’ website when compared to generic targeting

“This was the most challenging campaign we’d set ourselves in Sports, both in terms of wider competitor landscape and creative execution & delivery. We wanted to create something that resonated with fans of the Barclays Premier League and generated widespread conversation about moments from the league. At its heart was a very simple approach, bringing fans what they love, the drama, goals and excitement, in a targeted relevant way.”

Nick Hand, Sky Sports Marketing Controller