Launching TV's next evolution
Employee engagement campaign launching a revolutionary TV experience for Sky customers.
About this project
Sky, a subsidiary of Comcast, is the UK's most popular satellite TV choice and a leading broadband and telecommunications provider. Sky set out to revolutionize the UK TV market with a new product unlike anything seen before. One that gave customers a simple, more entertaining, and more human experience.
Sky Glass would be a first-of-its-kind TV that could stream satellite programming exclusively via wi-fi, with no need for a satellite dish and box. However, a move into producing electronic hardware would be a first.
For a launch that would be shrouded in secrecy, we partnered with Sky and their agencies to extend the 'magic that was coming' to surprise and delight its 30k+ strong workforce.
Design challenge
A campaign of such scale involves cross-collaboration with internal teams and partner agencies to manage every aspect of the launch. Consequently, this results in many creative revisions and strategy realignments to maintain a single joined-up vision. So as Sky finessed the product and brand with its agencies, we'd use each development to guide the launch experiences and refine creative applications.
Above: Design charette from user workshop illustrating desired product feature.
Creative role
Working alongside the creative director, one of our main objectives was to explore experiential ideas for visitors to engage with on launch day. These experiences needed to be accessible to all, generate shareability, and amplify the Sky Glass' marquee features - Dolby Atomos® sound, Pixel perfect resolution, and carbon neutral efficiency.
Another task I'd need to tackle would be applying the brand creative to Sky's environment across its campus HQ at Osterley, London. I'd also need to consider how we could replicate this across digital estates to extend our reach to Sky's many satellite offices and remote workers.
Design outcomes
The campaign launch at Sky's Osterley HQ would take place simultaneously with its national press launch across London. Employees knew few details about the product or brand, so we leveraged that to build anticipation and intrigue. In the build-up to launch, we installed giant screen doors on the central mezzanine concealing the exhibit and its hidden secrets. Messaging was deliberately vague giving little away. Branded teaser graphics also appeared across digital properties and graphic installs, again offering few clues, just that "something magical is coming", alongside other notable moments of innovation.
Bottom: Comparison between the existing project page template and the new design using our page framework.
On launch day, employees gathered in front of the screens; as the counted down expired, we broadcast live the national press event, after which the big reveal as the doors swung open displaying a host of exhibits for employees to finally learn the secrets of their new flagship product. Employees could now engage directly with the product and interact with installations promoting key features. These added a viral element we wanted through photo opportunities shared on various social channels using the #lifeatsky handle.
Bottom: Digital assets for screensavers and billboards across the Met Police estates.
In tandem with the physical launch at Osterley, a digital launch ensured coverage across all Sky satellite sites. In addition, an Intranet takeover including a live stream, product launch videos, and infographics meant that those not at HQ still got to feel part of the action.
Bottom: Onboarding pop-up overlay introducing users to new features available on @work.
Completing this project required an outstanding team effort from the many collaborators working on it. However, it will not go unrewarded, having made the "Best single campaign" shortlist at the 2022 IoIC awards.
