Sky has launched a campaign aimed at promoting its new Essential TV package with a takeover of Piccadilly Circus' advertising screens.
Sky Creative made the campaign, which features dramatic visuals, including a Great White shark leaping from the sea and a sniper scope tracking a target, all designed to illustrate the depth of programming available. Characters such as The Jackal are also shown rappelling down buildings, blending narrative elements with the promotion.
The broadcaster has used the central London site to showcase a 3D creative display highlighting its content offering across Sky, Netflix and Discovery+ for the first time.
"Sky Essential TV" goes live today (14 April) and the creative team was made up of Sky Creative's Ceri Sampson, Robin Garton, Chris Dorn and Bradley Reiman.
Media owner Ocean Outdoors, which manages the Piccadilly Lights advertising screens, supported with the production of the 3D elements.
Bradley Reiman, creative director at Sky, said: “We wanted to create something that would turn heads. Our shark definitely nods to those fun movie moments, where creatures jump right at you, like the 'Jaws 19' hologram from Back to the Future Part II. The most exciting part has been watching people's reactions –seeing them stop, point and pull out their phones to capture the moment. That's when you know you've created something special.”
The Sky Essential TV package is available to new customers for £15 a month on a 24-month contract or £18 a month on a rolling 31-day deal.
Rose Holden, marketing director at Sky, added: “Our aim for this campaign is to make our new £15 price point famous, and where better to do that then on the UKs most famous OOH site, with creative that brings our content to life?
“We continue to be proud of our partnership with Netflix and Discovery+, which reinforces our commitment to bring customers an extraordinary lineup of content at an unbeatable price.”
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