With a desire to say thank you to their customers for their loyalty, Sky has launched Sky Rewards with the help of strategic marketing agency Quantum Jump.
Offering rewards including Channel Unlocks and sporting and entertainment experiences, the programme has been designed to be simple and easy for Sky customers to participate in. There are no points, tiers or hoops to dive through – instead Sky customers can just sit back, enjoy their entertainment, and Sky will reach out to them with rewards offers.
“We know from our conversations and research with customers – particularly those who have been with us for a long time – that recognising and rewarding loyalty is important to them. That makes it important to us,” says Sophie Moloney, CEO of Sky.
“We’ve got customers who have been with us for as long as thirty years, and we want to let them know that we appreciate them. Hearing from customers was a crucial part of the Sky Rewards development process, and we conducted extensive research through our Sky Nation customer panel to explore the sorts of benefits and rewards they would most like to receive from us. We’re kicking off with our first round of rewards just in time for Christmas, offering eligible customers a Channel Unlock or another form of reward, and there will be more to come in the New Year,” she continues.
The campaign launched below the line to Sky subscribers on 18 November, and went above the line a week later with TVC’s running on Sky channels. The campaign includes TV, eDMs, online, social, DM, and interactive elements.
The creative features the distinctive Sky Rewards lanyard, and Pete the Rabbit, fresh from his debut in DDB’s The Watch TVC for Sky.
“At Sky, we focus on our customers, we’ve applied design thinking processes to create Sky Rewards, it represents what’s desirable from our customers point of view. Providing our customers with reward choice and delivering a simple and easy to use customer experience have been key design principles. Quantum Jump have been alongside Sky from strategy to execution, and their experience developing reward and recognition programmes has been integral,” adds Di Parry-Ernst, Manager Customer Engagement & Programme Leader at Sky.
Quantum Jump CEO, Ben Goodale says: “It’s been a privilege to deliver a really unique programme for Sky TV customers, working so closely with the team at Sky from ideation, conducting consumer research to shape it, through to the connected comms to take it to market which we’re really proud of. It’s come to life brilliantly, and it’s exciting to see Sky Rewards launch!”
Credits
Sky Television
Daniel Kelly – Chief Customer Officer
Di Parry-Ernst – Manager Customer Engagement & Programme Leader
Helen Fitzsimons – Head of Brand & Sport Marketing
Jo Childs – Brand Marketing Manager
Jeremy Duffin – Lead – Customer Insights and Experience
Ruskin Spiers – Consultant, Customer Engagement
Jasmin Shields – Campaign Marketing Specialist, Customer Engagement
Debbie Klintworth – Marketing Executive, Customer Engagement
Quantum Jump
Wayne Pick – Creative Director
Drew Ayers – Creative Director
Justin Biddle – Digital Developer
Zoë MacDonald-Mair – Project Manager
Nik Beachman – Producer
Ben Goodale – CEO
TVC Production/3D Animation – Blockhead VFX
Sound – Franklin Road
Retouching/CGI – Sixty Four
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