In an effort to turn Now TV from a sideline business into a major source of revenue growth, Sky have lifted the lid off their new advertising campaign and branding for the product, completely revolutionising their product at the same time.
The online streaming service has stuck with the same branding since its launch in 2012, which focusses on the joy of bringing the family together around great TV programmes and films. The previous advertising also placed a heavy focus on the Now TV box, which plugs into a TV in order to enable 'smart' functions like catch up TV, video on demand and much more. Over the last three years though, it has become clear that between built in smart-TV functions and games consoles, the need for such a box is becoming diminished. As such, this new branding places a much greater focus on the service as independent of hardware, shying away from the notion of it being a hardware package in the way that traditional Sky subscriptions are.
The theme of the campaign, created by WCRS who have previously worked for Sky on their 2015 Christmas advert, is digital magic. Presented across four 20 second adverts (in 'vine style', whatever that means) and seven pieces of digital mini adverts, the adverts will begin broadcasting across TV, Outdoor, Social Media, Digital Platforms, direct marketing and retail in various forms. The insight for the campaign was that Now TV is like magic, enabling any home to instantly transform into a world class media portal in deceptively simple ways. In the words of WCRS, it's 'modern magic for a cutting edge product'
Aside from the advertising, Now TV has a new brand identity, developed by venturethree, that features a rounded new logo and a series of bright colour options that reflect the fun, simple and easy nature of Now TV's products.
Now TV has been a massive success for Sky, enabling homes which couldn't access Sky's programmes for whatever reason to get on board with the service. Acclaim has come from all sides, including the Sky number from Sky phone and Sky customer services landline, but Sky are correct to undergo this rebranding if they want to further expand their market share.
Jo Fox, director of brand communications at NOW TV commented “2015 is going to be another action-packed year for NOW TV following our best ever quarter in terms of growth. We’ve established ourselves as one of the UK’s leading streaming services, with an absolutely unrivalled choice of the latest and best entertainment, and our new brand and ad campaign mirrors the fun, fresh, vibrant and smart service we offer our customers.”
Ross Neil, executive creative director at WCRS said: “We’re really excited about the campaign. It feels totally fresh and different from anything else out there at the moment. It’s also been built to be flexible, fun and reactive to what’s going on in the world of entertainment.”
The man behind the logo, Liam Hamill, strategy director at venturethree, commented: "We're really proud to have partnered with NOW TV in this exciting next stage of their journey. Together we've created a strategy, experience and expression that communicates the fresh, easy and innovative nature of the service that will support the business, as it continues to grow and evolve.”
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