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.”
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
Illustrator: Jim Pachal
Digital producer: Alana Stretton