Media giant Sky Broadband has partnered with iconic girl group the Sugababes for a multi-channel campaign to promote its new 24/7 switching service.
The campaign highlights how easy it is to change broadband providers, likening it to simply pushing a button. It coincides with Ofcom’s introduction of the new ‘One Touch Switch’ process, which aims to simplify the process for consumers switching to a new broadband provider.
It was devised by creative communications agency Taylor Herring, with production handled by St Mark’s Studios.
In the campaign’s hero film, the Sugababes pitch a brand collaboration to Sky Broadband executives, referencing their hit songs ‘Change’ and ‘About You Now’ to position themselves as the perfect match for a campaign promoting the broadband provider’s new 24/7 switching support service.
The film humorously shows the group rebranding as the Suga Broadband Babes, a nod to the band’s history of changing line-ups, to demonstrate their expertise in switching.
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As part of the campaign, the Sugababes surprised commuters with a pop-up performance at King’s Cross station during rush hour. The performance was triggered when a curious passer-by pressed a mystery button labelled “push the button”, leading to the group’s performance of their 2005 hit of the same name.
“With every broadband provider in the country trying to persuade consumers to switch, Sky Broadband wanted to stand out from a sea of sameness, so we created an entertaining campaign that consumers would pay attention to,” said Sam Corry, managing partner at Taylor Herring.
Sky director of comms, Nikki Fletcher added: “Switching to Sky Broadband has never been easier and we wanted a PR & social campaign that brought this message to life in a way that would spark joy.
“Partnering with iconic girlband the Sugababes was the perfect choice to demonstrate how switching to Sky Broadband is as easy as pushing a button.”
