Today, almost 10 million households in the UK choose Sky. Research has shown that whilst Sky offers a wide selection of Arts and Culture programming across its four dedicated arts channels, awareness and understanding of this was low amongst some potential prospect groups over 55 with disposable income. The challenge was to communicate to these consumers the benefits of Sky programming and services in a subtle but effective manner. Classic FM provided Sky with a suitable environment to communicate with this group across a portfolio of media beyond conventional radio ads.

Build awareness and understanding of the Sky product amongst it's Arts and Culture audience

The campaign used a range of Sky (Arts) content to create a cross media Classic FM experience including a UK tour of classical concerts in partnership with Sky Arts, and advertorials featuring Sky Arts content within the magazine. On air, title sponsorship of the Howard Goodall show delivered radio content intertwined with Sky programme themes. To further justify the partnership status of this relationship, Classic FM became a host brand for classical programming on Sky Arts.

At the end of the campaign, Classic FM listeners were much more likely to consider Sky and its programming in a positive light. For example, 73% agreed that Sky "has the kind of programming that I enjoy watching", compared to 56% of non-listeners.

"Getting consumers to hear about the quality and breadth of Sky's Arts and Culture programming was the driving force behind our decision to create a multi-platform partnership with Classic FM" Bob Suppiah, Director of Promotions and Partnerships, Sky. RAB- Commentary: an excellent demonstration of the way branded content creates associations which subtly change peoples mind about a brand.