While competitors focused on speed, we brought out Sky’s key differentiation of being ‘totally unlimited’ – driving their ‘Demand More’ agenda of an internet free from limits, as it should be.

Everything was built around the experience (not just message) of ‘Unlimited’– turning the everyday into something special, aligning perfectly with Fibre. A radio show was made unlimited by coming out of the studio, cabs journeys with unlimited possibilities and unlimited internet access while on them.

All delivered in a highly engaging way, making our audience part of the story – crucial as ongoing social sentiment about the broadband segment was negative.

By giving people personally motivating reasons to talk about Sky Broadband we shifted our Twitter sentiment from 7% to 83% positive and importantly activated sleeping brand advocates who praised and defended the brand.

By blending social with radio we reached a mass audience in a highly efficient way:

- Radio reach @ 3.2 million (0.025p/ reach)

- Social reach @ 12.8 million (0.008p/ reach)

44,500 tweets sparked 1,500 engaging, emotional entries from the heartfelt to the humorous (and exceeding our target by 15%).

At over 10% the Twitter bought media strategy delivered the best post-click engagement rates achieved by Sky to date.