Cannes Lions

SKY MOBILE TV CRICKET COVERAGE

RMG CONNECT, London / VODAFONE / 2007

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Overview

Entries

Credits

Overview

Execution

We were determined to show that Vodafone keeps cricket fans on the inside of the game. Creatively, we demonstrated this by featuring a fan standing inside the boundary rope. We stretched the rope into everyday situations - and brought the outside world onto the cricket pitch - inviting fans to ‘Push the Boundaries’ with Sky Mobile TV.The ‘Push the Boundaries’ creative execution was designed to work across all campaign elements – from an experiential stand and the big screen, to corporate hospitality collateral – delivering a clear and consistent message at all times.

Outcome

Double the forecast response: o20,406 mobile numbers were capturedTreble the subscription objective:oSubscriptions to Sky Mobile TV's News, Sports and Factual package increased by 160%•700,000 fans saw our big screen stills•654,000 viewed our online banners•Overall campaign ROI of 3:1, exceeding all expectationsThe campaign engaged with and achieved cut through with our audience, resulting in:•166,000 fans in total viewed the Sky Mobile TV cricket channel •2,984 took part in our 'Take a Catch' experience

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