Christmas is a key recruiting time for Sky as many households like to upgrade to the very best TV choices over the festive season, providing an invaluable backdrop to quality time spent with the family. An advertising campaign spanning TV, print and outdoor was in place, with the task for radio being to bring the featured content together and create a warm sense of recommendation for those signing up to Sky at Christmas, tuning into the radio presenters inherent ability to hold a trusted place within a listeners daily routine.

Drives sales through utilising the position of trust attributed to radio DJ's

It had been noted that radio DJ's regularly talk about their Christmas experiences during the run up to the festive season, a trend Sky decided to harness within this campaign, through creating content within which DJ's could talk about Christmas time in their own homes/ families, ultimately discussing the important role that movies play. Radio acted as the ideal platform for this as a DJ will commonly hold the authority and status of a listener's friend, which makes them ideal as recommenders of movies and entertainment (they're not experts, they're mates).

Sky and their agencies were impressed by the overall impact the radio content provided as part of an integrated campaign which saw an increase in sales for Sky at the time the radio segments ran. Further research showed that the radio activity helped deliver a much lower than expected cost per sale.

"This was another first for us on radio using the skills of the shows producers and station talent in a way that had not been done by us before. Together they helped us celebrate our Movies at Christmas campaign in their own styles and tone. It sounded amazing and the results exceeded our expectations too". Bob Suppiah, director of promotions and partnerships, Sky.