Campaign Tech Awards: Winner, Best Use of Tech in OOH

Campaign Tech Awards: Winner, Best Use of Tech in OOH

‘Sky Q Voice Control Experience’ by Rapport WW/Brothers & Sisters/TPF/Grand Visual for Sky

In October 2017, Sky launched Sky Q Voice Control, which allows viewers to search for programmes, sporting events and channels by speaking into their remote control. Users can even find their favourite film by uttering a quote, such as “May the force be with you” or “Hasta la vista, baby”.

Media specialist Rapport WW, creative agency Brothers & Sisters, experiential agency TPF and technical producers Grand Visual worked together to create a buzz around Sky’s new feature. They set up a branded area in Waterloo Station, offering a media-first voice-activated Augmented Reality (AR) experience on the biggest digital out-of-home screen in Europe.

The live-brand experience ran from Monday to Friday at half-term, reaching new and existing Sky customers, including plenty of families. A brand ambassador greeted people who wanted to participate and captured their details on an iPad so they could send them a photo of their character interaction. The participant could choose from one of five popular Sky programmes: Spongebob Squarepants, Spider-Man, Batman, The Walking Dead or Modern Family.

To highlight the voice functionality, users had to speak into the new Sky Q remote to call upon the characters and activate the experience. They then enjoyed a 10-20 second interaction with their chosen character, with the live feed broadcast on the Waterloo motion screen. They were sent a still photo by email, which they could share on social media.

The campaign had a unique reach of 480,000 people, running 12 hours a day with someone going through the experience every two and a half minutes. This equated to over 4,500 brand interactions across the week. Understanding of the voice control functionality increased by 22% over the campaign period, with the Waterloo Station experience being the hero piece of their communication.

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SKY Q SUMMONS from Grand Visual on Vimeo.

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