Sky and Netflix Bring Worlds of Content Together for One Big Day Out

Sky Creative, Sky’s in-house advertising and creative agency and the largest in-house agency in Europe, has delivered the sixth instalment of the hugely successful Collector campaign for Sky Q. In ‘Hannah and Mum’s Day Out’, Sky has collaborated exclusively with Netflix to bring to life the brilliant Original content available from each platform on Sky Q. Sky Creative have evolved the Collector story over the past six months, and for the first time the ad will feature two protagonists collecting the content they love together. Netflix is a core partner of Sky, as every new customer that joins Sky will get Netflix included as part of the basic pack. Sky TV and Netflix sit side by side on Sky Q, bringing everything you love in one place. The brand campaign will run alongside a trading campaign that supports the compelling £25 offer for Sky TV & Netflix.  

From ideation to shoot, the whole process of creating this ad was done virtually, a testament to the close partnership between Sky & Netflix. The ad was once again shot during lockdown in extremely restrictive conditions in January. ‘Hannah and Mum’s Day Out’ is the first ad in the Collector series to be shot using the actual sets of the shows featured; Sex Education was filmed at the set of Moordale High School, Discovery of Witches at Tretower Castle and I Hate Susie was shot using an original location in Ware, Hertfordshire.

The ad celebrates the bond between a mother and daughter. Even though they are currently living apart, with Hannah at University and Mum in the family home, their favourite entertainment brings them together. 

Initial results from the Collector campaign have seen positive uplifts above benchmarks against core Sky Q brand metrics. Creative testing across all of the ads throughout the campaign had allowed the marketing team and Sky Creative to optimise the creative. Overall brand fluency and recognition for the ads has been very strong with the Q blue portal becoming a distinctive brand asset for Sky Q. 

Sunny Bhurji, Sky TV marketing director said: “Sky Q brings the best Original entertainment from Sky and Netflix together all for a really compelling price of just £25 a month. The Collector campaign has gone from strength to strength, and we have worked really collaboratively with Netflix throughout lockdown to deliver work we are really proud of. This ad once again showcases that with Sky Q, everything you love is one place, easy”.

Jordan Peters, Netflix marketing partnerships director added: “Sky is one of our most important partners and we’re immensely proud of our ability to build stories together, even when collaborating virtually.  At its heart this campaign is all about connection, and how even when people are apart entertainment can strengthen bonds and bring them together. It also beautifully brings to life the range of Original series on Sky Q for every mood and taste."

Robin Garton, Sky Creative’s executive creative director, Advertising added; “our Collector campaign continues to evolve and grow. The introduction of a duo in Mum and Daughter adds a fresh dynamic to it, and a new kind of energy to the execution.”