Sky Glass Launches with Biggest-Ever UK Product Launch Campaign

Sky has today launched Sky Glass, the very first streaming TV from Europe’s leading media and entertainment company, and with it the biggest marketing campaign Sky has ever executed. 

One of the biggest ever UK product launches, over a three-month period, the Sky Glass campaign is expected to reach a record 99% of the adult population of the UK.  Split into two Phases; ‘The Spell’ and ‘The Wizard’, Phase 1 ‘The Spell’ will deliver 1.3 billion OOH impressions, 86% share of voice in the first three-week period and the first ever Times newspaper cover wrap.  Over 60% of spend within ‘The Spell’ phase is dedicated to digital media with personalised retargeting tailored to onsite and the very first Sky product to be available for purchase via social media. Both phases will also include a TV ad campaign developed by AKQA. 

Led internally by the Sky TV Marketing team, the Sky Glass campaign is the outcome of a bespoke campaign hub, a collaboration between Sky Creative, Sky’s in-house advertising and creative function and the largest in-house agency function in Europe, venturethree, and AKQA who have delivered the TV ad campaign across both phases.

Carrying the tagline 'Made of Magic' the campaign features a suite of digital assets to help amplify the message across multiple social channels and homepage takeovers, including Spotify and WeTransfer, among others.  The campaign also teamed up with 2021 ‘Rising Star’ BRIT Award-winner Griff to create a bespoke track that captures the magic and the energy of Sky Glass.  The track will be featured in the TV launch, as well as the accompanying assets.  The launch campaign also includes a series of radio ads, featuring the mesmerising voice of Helena Bonham Carter, who helped bring the spell of Sky Glass to life.

Sky TV marketing director Sunny Bhurji commented: “Sky has always been at the forefront of entertainment innovation, but Sky Glass has taken this to a whole new level, not just through the beauty and sophistication of the product itself, but also the marketing strategy and execution that has underpinned it.

"Sky Glass is more than just a TV, so naturally we’ve created more than just an advertising campaign. We’ve crafted innovative executions at scale across every customer touchpoint. From industry media firsts, to leaning on cutting-edge technology to build disruptive OOH creative, right through to working with award-winning artists and directors, we’ve captured the magical essence of Sky Glass in the most integrated and digitally driven campaign we’ve ever produced.

"It's been extraordinary to work on such a category defining launch in the UK market. With Sky Glass, it's never been easier to access everything you love, and we can't wait for everyone to experience it.”

Simon Buglione, Sky’s managing director, brand and creative, added: “The campaign hub has proved to be another unique way in which Sky continues to deliver creative across the business.  The output is nothing short of phenomenal and the collaboration across the teams has been incredible”.

Jade Tomlin, group creative director at AKQA said: “The team at AKQA are beyond proud to have joined this journey with Sky to create the biggest product launch in their history. This spirit of collaboration really has been the making behind Sky Glass with the elegant product designed and produced by AKQA’s partner studio Map Project Office. This is a special moment for our studios showing not only the step change in remarkable innovation but the benefit of true collaboration.”

Sky Glass dramatically simplifying the way customers watch TV by integrating hardware, software and content. Sky Glass will be the only TV with award-winning Sky inside.  For the first time in the UK, you can now get Sky TV over WiFi, with no satellite dish, no box and no fuss.  The new streaming TV from Sky is available to buy in the UK from 18 October and will launch in Sky’s other European markets from 2022.