Sky launches HD campaign
BSkyB has launched a multimillion pound marketing campaign to push its high definition television service, Sky+HD.
The campaign, created by brothers and sisters and venturethree with media planning and buying handled by MediaCom, will run throughout October and includes television, cinema, outdoor, direct mail and digital activity.
Cinema ads will run before the new James Bond movie “Quantum of Solace” which opens in the UK on 31 October.
The “Fragments” ads, which use the Cyndi Lauper song “True Colours”, feature animated stills photography from Sky content including movies, sporting events and documentaries. The content has been digitally enhanced with the aim of demonstrating the “difference in quality for the Sky+HD audience”.
Sky plans to launch a further six HD channels next month.
Robert Tansey, director of brand marketing at BSkyB, says: “This campaign reflects the emotion, intensity and richness of life in high definition, focusing on the extra feel you get through a viewing experience which is up to four times clearer.
Earlier this week, the Competition Appeal Tribunal backed an earlier Competition Commission ruling that BSkyB had to sell the majority of its 17.9% stake in rival ITV.
The broadcaster is also to be the subject of an Ofcom consultation which could lead to it being forced to broaden the distribution of its premium sports and movie channels.
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