BSKyB.pngBespoke doordrop helps Sky promote new F1 channel

Campaign objective

Broadcaster BSkyB was looking to publicise the launch of its brand new Sky Sports F1™ channel, dedicated to airing all Formula One races and providing coverage of practice sessions and qualifiers. The channel would be exclusive to Sky Sports subscribers.

Intelligent doordrop solution

A Bespoke doordrop, with creative based on a racing driver’s helmet, was designed to achieve standout and bring the viewing experience to life – validated by outperforming a traditional A4 format in sample testing. The campaign was targeted to reach sports enthusiasts in affluent households across the UK.

Campaign results

The Bespoke doordrop generated a strong response:

  • Almost 50% higher than any previous Sky Sports or HD campaign
  • 35% of new customers took out a Sky Sports subscription
  • 22% of existing customers upgrading to a package that included Sky Sports F1™

“This was an exciting launch for Sky, with instant stand-out on the doormat” Belinda Worrell, Senior Marketing Manager, British Sky Broadcasting