Sky Broadband Unlimited gives people freedom where other providers don’t. With no use-limits and access to thousands of hotspots with The Cloud, we had to get people to realise that Sky Broadband gave them a better service than most. It was time to get people to ‘Demand More’ from their broadband.
Broadband is a huge part of our lives. So much so, that we don’t really want to have to think about it. Sky Broadband is totally unlimited and that means you can do more of the things you want without having to worry. Our campaign repositioned the way people think about Sky Broadband – a quality broadband provider with a product to suit their needs.
How did we bring it to life?
Visually, we used a bright, eye-catching colour gradient that felt like it went on forever. With the Sky logo being so strongly linked with TV, we needed to make sure people knew this was a broadband ad. So we added in the broadband blips over the ‘i’ in the copy in each execution. We also brought in The Cloud symbol for wifi hotspots and lightening bolt for fibre. Words-wise, the headlines encourage people to rethink what they were getting from their current provider by asking straight-talking questions or putting statements in a confident tone.
And rather than bang on about megabytes, we wanted to show what the real benefit of unlimited broadband was. So we listed out some of the great everyday things that Sky Broadband Unlimited would give you more of.
Over the period that the campaign ran, Sky added more customers than BT and overtook TalkTalk to become the third biggest broadband provider in the UK. Sometimes being demanding works!