WE COULDN'T. SO WE CREATED AN INNOVATIVE SAMPLING CAMPAIGN REACHING OUR AUDIENCE IN PUBS, SHOPS AND CINEMAS, AND ON FAMILY DAYS OUT.We set about creating an experiential sampling campaign, buying, and sometimes creating, media channels to showcase 3D content.

We ran press ads prior to big football matches driving fans to an online “3D pub finder”. The pubs listed here had 3D screens (and offered customer 3D glasses), showing Premier League football on Sky’s sports channel. Fans clustered together to watch their favourite teams in glorious 3D all over the country – brilliant for word-of-mouth about Sky’s 3D offering.We bought the cinema “gold spot” in all 3D family films, and used it to showcase Sky’s family content in all its 3D glory to bespectacled viewers.3D screens built in shopping centres at Sky retail stores and at family events meant the whole family could sample HD together.

WE STRENGTHENED SKY’S BRAND, AND BEAT 3D SUBSCRIPTION TARGETSOur activity made customers desire 3D TV - we witnessed significant increases in agreement that “3D images are so realistic you feel like you're there”.Our activity put value into Sky’s offering – compared to other Sky campaigns, people exposed were 29% more likely to “think differently” about Sky, and were 22% more likely to agree that Sky was “differentiated from the competition” – essential given stiff competition in the TV market from Virgin, BT and Freeview.And our activity drove 3D subscriptions – Sky beat their customer target by 100%.