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.
The sponsorship launched on E.ON’s website with a personalised message to E.ON customers from Sky Cinema Ambassador, Alex Zane. As patrons logged on to check their account, Alex welcomed them to the new home of Sky Movies, Sky Cinema, and hinted at upcoming events and competitions that they would receive as E.ON customers, all through a custom digital video.
To further integrate all of Sky Cinema’s platforms, Sky Cinema Premiere and Cinecast were integrated into custom produced monthly bespoke digital content vignettes, featuring Alex. He provided E.ON customers updates for upcoming contests, content and the latest films to be premiered on Sky Cinema. As well as being available to existing E.ON customers via the company website, all Sky viewers on linear and Sky Go, the video clips were shared via social media, to further drive conversation amongst consumers. With the creation of the monthly series, E.ON was able to encourage its customers to engage on the website for a longer period of time and E.ON customers were able to interact with the brand in a non-traditional way.
In keeping with non-traditional and bespoke engagement, Sky and E.ON utilized the extensive data both companies carried in two tactical ways, data match and Sky AdVance. 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. A strategic Sky AdVance campaign was activated, connecting Sky’s TV viewing data to the digital world. It allowed E.ON to break down the barriers between linear TV sponsorship and digital campaigns, by re-targeting Sky Cinema viewers, who had already been exposed to the sponsorship, with relevant offers online. Thus further increasing brand awareness and customer acquisitions.
E.ON and Sky were able to grow audience engagement with a co-branded digital competition hub. With traffic being driven from the monthly content series and the strategic digital offers patrons were receiving, the influx of site visitors was astonishing. The film focused competitions gave E.ON customers the chance to win Sky’s newest products, creating a ‘feel-good’ for the brand, customer retention and further brand recognition.
Utilizing the momentum from the partnership, E.ON wanted to drive interaction between its sales advisors and customers through exclusive film screenings. E.ON and Sky Cinema created a co-branded cinema bus which toured the UK showing ‘Must See Movies’. E.ON’s charity partner, the Alzheimer Society, in partnership with the co-branded cinema bus, hosted a special screening of classic movies to the elderly. By making it about charity and family, as opposed to business goals, E.ON was able to shift customer’s perceptions of the brand to being more trusted and family centric.