The partnership lifted the campaign beyond a traditional badging exercise into an exceptional 360 activation, engaging with customers on a new level across multiple platforms. First, Sky and E.ON completed a data match to identify their joint customers. Insight from these customers revealed how E.ON could reward its existing customers with Sky’s products, and vice versa. This insight was used to design exclusive Sky offers for E.ON customers, to incentivise renewing with E.ON and increase customer acquisition.
The campaign launched online with a personalised message to E.ON customers from Sky Cinema ambassador, Alex Zane. He welcomed E.ON customers to the new home of Sky Movies, Sky Cinema, and hinted at upcoming events and competitions that they would receive as E.ON customers.
Later – in a first for Sky – it activated a tactical Sky AdVance campaign at scale. Sky AdVance connects Sky’s TV viewing data to the digital world. It allows advertisers to break down the barriers between linear TV sponsorship and digital campaigns. It enabled E.ON to re-target Sky Cinema viewers, who had already been exposed to the sponsorship, with relevant offers online.
In another exclusive, Sky produced Cinecast, a new, monthly show, promoting the latest films to premiere on Sky Cinema. As well as being available to all Sky viewers on linear and Sky Go, clips from the show were used as social content, to drive conversation amongst consumers.
As well as improved targeting, E.ON wanted to drive interaction between its sales advisors and customers. Sky Cinema offered the perfect opportunity to do that, through exclusive film screenings. Sky organised a series of event screenings for E.ON’s customers, including a screening of Mamma Mia, with E.ON’s long term partner, The Alzheimer’s Society.
Finally, on social, E.ON upped its audience engagement with competitions. An emoji film quiz targeted consumers with an interest in film, and the Wheel of Extras, offered E.ON customers the chance to win Sky’s newest products.