Client: Sky Glass
Sky Glass launched as a competitor to more established smart TVs in 2022, but faced a fight to displace LG and Samsung with Fire operating system as the choice of customers seeking built-in smart technology. To challenge for public awareness, we realised that pursuing first and last in ad break positions would burn through our budget faster than we needed to sustain ongoing recency. Necessity decreed that we needed to go to middle of ad break to make our budget stretch, or risk going dark or diluting our weights which could prove fatal in the fight against Fire! How could we make mid ad break as compelling at first and end placements? We needed unique creative to disrupt viewer inertia and compel their attention, so we turned the middle of the ad break into programming. Or so the viewers thought! A unique creative using clips from Channel 4’s Come Dine with Me demonstrated the pause, rewind and voice control on Sky Glass, held focus, showcased the functionality, and captured viewers’ attention. More importantly, this enabled us to shift to middle of break and secured us an additional 33 ratings over the campaign, saving us £138,000.
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