Sky TV now lives in a different world. Surrounded by online content and challenger brands they’re fighting hard for people’s eyes and pennies. Of late, they’ve experienced a high turnover of subscribers thanks to the increase in costs when initial sign-up deals expire.
We were challenged by Sky to reduce this current deal-seeking behaviour by helping them redefine their long-term relationship and investment in their existing customer base.
The new identity marked an exciting change in direction for Sky’s CRM strategy. Now targeting the stable customer base with a considered app and online portal, Extra let users experience innovative content as well as access bespoke rewards.
Reflecting this, we crafted a hierarchy of membership, giving people their own tailored relationship with the brand. Teasing them with higher levels of access and rewards through visible but restricted areas.