Case Study: Sky achieves record-breaking launch awareness with Rapport’s innovative OOH campaign

Sky Q reaches 86% of the UK with Rapport

Sky Q, a leading UK broadcaster, faced the challenge of launching its revolutionary Sky Glass TV as a challenger brand in an established market. Their objectives were to create an iconic launch moment, drive fame and consideration, unpack product benefits, and increase footfall to their new retail stores. They partnered with Rapport to develop an out-of-home (OOH) campaign that needed to go beyond traditional advertising to achieve these goals.

Rapport executed a multi-format OOH campaign featuring significant innovation, including eight unique executions and four UK media firsts across over 400 locations. These innovative placements, which highlighted the product's 'Pixel Trail', included a large-scale LED installation at the London IMAX and a 3D anamorphic digital display. The campaign achieved an 86% reach across the UK and delivered 36.3 million impacts. It drove more than double the prompted awareness of previous launches and resulted in pre-registrations that were three times the target, making it Sky's most successful product launch.

Sky Q