Sky gets snappy as it comically trumpets new lineup

  • Advertising
  • July 15, 2016
  • StopPress Team
Sky gets snappy as it comically trumpets new lineup

Sky has ventured back into Snapchat territory to attract a younger audience by creating ‘Tiny Trailers’ with comedian Melanie Bracewell.

The campaign, produced by DDB, comprises of 40 mini-trailers, each showcasing a piece of programming to be coming soon on Sky.

The Tiny Trailers are filmed on an iPhone and have a “distinctly homebrew feel” a release says and tease for movies like Batman vs Superman and cooking shows like The Great British Bake Off. Each Snap lasts for a handful of seconds.

DDB chief creative officer Damon Stapleton says the idea of turning the concept of traditionally big-budget trailers on its head for a young, socially engaged audience was an instant winner.

“The campaign is fast, it’s fun, and it tells you everything you need to know in ten seconds or less,” he says.

Sky director of marketing Mike Watson says he sees Snapchat as the perfect medium for the brief.

“We’ve created a new way to let our audience know what’s happening on Sky. And we’re reaching a demographic that we perhaps weren’t talking to through our other channels,” he says.

“Our Snapchat audience, while not always account holders, are active Sky viewers and influencers of household spend.”

Sky jumped on the Snapchat bandwagon in September last year, following in the footsteps of brands like ASB, Stuff, Vodafone and the NZTA to name a few.

It joined at the time to target a millennial audience, in order to generate interest in its Rugby World Cup 2015 coverage.

It's believed there are 600,000-900,000 active users in New Zealand, with the 13-24 having the most users at 45 percent with the 25-34 age bracket not too far behind at 26 percent usage, 35-44 at 13 percent, 45-54 10 percent, 55-65 six percent and 65-plus are one percent with an average engagement rate of 51 percent. 



Digital marketing director: Felicity Christie

Online and social media marketing manager: Tenani French

Social media manager: Harry Barker


Chief creative officer: Damon Stapleton

Executive creative director: Shane Bradnick

Creative director: Haydn Kerr

Creatives: Liz Richards & Nick Dellabarca

Lead business partner: James Blair

Business director: Katya Urlwin

Business manager: Trinity Lawry

Digital strategist: Aoife Murphy

Head of digital PR: Dean Taylor

DDB Digital

Illustrator: Jim Pachal

Digital producer: Alana Stretton

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Wish I was there: Contiki's quid-pro-quo approach to working with influencers

  • Advertising
  • October 27, 2016
  • Erin McKenzie
Wish I was there: Contiki's quid-pro-quo approach to working with influencers

Social media stars and influencers are so hot right now, with brands across the world paying sometimes eye-watering sums to have nouveau celebs promote their products. And while this is something of a recent fad, 54-year-old Contiki built its brand on this approach long before it became fashionable. We talk to marketing director Tony Laskey about its latest influencer based campaigns, building relationships and why influencers work so well for Contiki.

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