Sky Broadband has launched its latest integrated marketing campaign to promote its new ‘Gigafast’ broadband offering, the promotional push will also see Sky enter the metaverse for the first time.
The campaign has been created by Sky’s partner agency, Engine and will be led by a 30-second spot emphasising Sky’s high-speed broadband.
As part of the media giant’s long-running partnership with Universal Studios’ Despicable Me franchise, minions will be front-and-centre of the new campaign, starring in the new spot and featuring prominently on upcoming out-of-home promotional materials.
Sky has said that it will be taking a “70/20/10 approach” to the new campaign, spending 70% of its time on the “overall integration of the project”, 20% on promotional, “real-life installations” such as a “super-fast” slide at Westfield’s Stratford City centre, alongside 10% for its novel metaverse push.
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“With our Gigafast full fibre broadband rolling out across the UK, we wanted to bring to life what it feels like to be on such amazing broadband speeds,” Sky Broadband marketing director, Dave Stratton said.
“By leveraging the power, engagement and fame of the Minions franchise in a fun and immersive way, we’ve aimed to create standout work across all media channels.
“It’s also important we test and learn in emerging channels and, as an endemic brand, I’m excited to see our first ever campaign in the metaverse.”
Engine business director, Kat Thompson detailed the agency’s creative process, saying: “Fast speeds are a well-worn trope of broadband campaigns, but Sky Broadband’s latest product goes way beyond the usual speed upgrade.”
“All across the country, Minions will be seen blasted back by our Gigafast broadband; smashing into TV screens in living rooms, cracking phone screens, breaking billboards and even uprooting bus stops.”
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