Cannes Lions

SKY HDTV - THE WORLD IN HIGH DEFINITION

FCB BRASIL , Sao Paulo / SKY / 2015

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Overview

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Credits

Overview

Description

SKY has a strong history of implementing institutional campaigns that build its image as a leading provider of high-definition channels. The action made use of this image to both provide a relevant service to society and reinforce the essence of the brand.

Execution

SKY is a brand known for bringing high-definition programming to TVs throughout Brazil. It decided to go even further by being the first high-definition service provider to introduce high definition to people lives through a social initiative that delivers a relevant service to the public rather than just a message. As a result it strengthened its institutional image.

In March 2015, SKY’s mobile eye clinic visited public schools in São Paulo and provided comprehensive and free eye exams to hundreds of children from 3 to 5 years of age. Two weeks after the eye exams were conducted, a SKY team returned to the schools and gave the children who were diagnosed with eye problems a free pair of eyeglasses.

Outcome

For subscribers, the action strengthened the image of the brand as an HDTV service provider and showed them a new level of the company’s corporate social responsibility. At the same time, prospective clients who were not familiar with SKY were shown a brand synonymous with high definition, thus increasing brand consideration and the likelihood of future subscriptions.

The action also changed the opinion of those impacted by the campaign regarding the importance of children undergoing eye exams at an early age. Additionally, it showed people that seeing the world in high definition has very positive effects on children's development.

The mobile eye clinic provides care to up to 400 children per week and distributes around 100 glasses per visit. By 2018, the project aims to visit 100 schools throughout Brazil.

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