Sky (Broadband) has launched its largest integrated marketing campaign to date for its Gigafast offering, which will see the brand enter the metaverse for the first time, in collaboration with creative firm Engine.
“We wanted to highlight what it feels like to utilize such high broadband speeds with the introduction of our Gigafast broadband connection across the UK,” said Dave Stratton, marketing director at Sky Broadband.
“We set out to create distinctive work across all media platforms by leveraging the strength, engagement, and renown of the Minions franchise in a humorous and engaging way. It’s also critical that we experiment and learn in new channels, and as a homegrown brand, I’m extremely thrilled about our first Metaverse ad.”
To commemorate the launch of its ‘Gigafast’ package, Sky Broadband is hosting a virtual race in Fortnite. Viewers will see a bunch of Minions literally stunned by the speed of broadband in the brief spot.
A variety of activations are part of the campaign, with Sky Broadband employing a “70/20/10” strategy. Sky Broadband was able to devote 70% of its effort to the project’s overall integration, 20% to exciting real-world installations like a super-fast slide at London’s Westfield Stratford City complex, and the remaining 10% to the trip to the Metaverse.
“However, Sky Broadband’s latest product, Gigafast, goes much beyond the ordinary speed improvement,” says Kat Thompson, business director at Engine.
“That’s why we wanted to acquire a handle on the creative process and push the speed limit to its limit. Our Gigafast broadband will be seen hurling Minions throughout the country, smashing into TV screens in living rooms, ruining phone screens, demolishing billboards, and even uprooting bus stops. We liked the idea that even Minions wouldn’t be able to cope with the tremendous speeds that Sky Broadband can now provide.”
For MetaNews.