Sky is not
In Spain, SKY TV was struggling to gain status and awareness against much stronger and better-established players like Netflix, Movistar and Amazon. In order improve brand awareness, we launched “Sky No Es” (Sky Is Not) campaign.
The idea: Instead of telling people what Sky is, we told them all the things it isn´t.
This enabled us to tease the audience, making their curiosity and intrigue lead them to discover Sky by themselves at Sky.es. Because they say that when you actively search for something, you are bound to remember it better.
The media used for this campaign were radio, billboards, buses, LED screens and digital assets.