Bespoke doordrop helps Sky promote new F1 channel
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.
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