Sky in the UK has launched a major new cross-platform marketing campaign for its video- on-demand service Sky Anytime+, with TV, cinema, outdoor, press and online advertising featuring the legend of King Arthur and the Round Table. The fresh take on the fairytale theme of Sky Broadband’s ‘Happily Ever After’ campaign shows King Arthur issuing challenges to his knights. Sir Launcelot is charged with combining the King’s Sky Broadband Unlimited service with his Sky+HD box to create a selection of on-demand entertainment. To the King’s amazement, Sir Launcelot announces that he has already completed this quest that morning, and that the service is called Sky Anytime+. Listen out for the naughty knight’s double entendre at the end.
Click on the image below to play the King Arthur video in YouTube (HD)
Sky Anytime+ is available to all Sky TV customers with a Sky+HD box who take Sky Broadband. Once customers have activated the Anytime+ service, they have instant access to hundreds of hours of content, including whole seasons of shows including the Sopranos, 24, Curb your Enthusiasm and Lie to me. Subscribers to the dual Sky Movies package also have access to a comprehensive library of over 500 movies on demand, and there is a wide range of other content, including documentaries, kids, sports and news programmes, available to watch on demand.
Lucian Smithers, Director, Brand Strategy and Communications, BSkyB, comments:
“Following the success of the ‘Happily Ever After’ campaign, we’re pleased to return with a new take on the fairytale theme to launch Sky Anytime+ and emphasise the simplicity of setting it up. The modern twist of the Sky Broadband campaign really chimed with consumers, and we’re confident that this campaign will successfully highlight just how easy it is to connect our Sky+HD box to Sky Broadband to receive hundreds of hours of the best on-demand entertainment.”
The creative was produced by The Engine Group (part of WCRS & Co), London, by creative director Leon Jaume, creative team Thom Glover and Eoin McLaughlin, planner Lucy Davis, agency producer Eliot Liss, account handlers Liz Darran and Emma Quartly, with Sky team Robert Tansey, Lucian Smithers and Carli Farmer.
Media planning is being handled by Mediacom.
Filming was shot by director Peter Lydon via 76 Ltd, London, with producer Cathy Hood, executive producer Mark Murrell and director of photography Alex Melman.
Offline editor was Spencer Ferszt at Marshall Street Editors. Post production was done by Danny Etherington at Golden Square, London. Sound was produced by Munzie Thind at Grand Central Studios, London.