Sky Cinema

Role: User researcher/ Strategist

Project: Increase Sky cinema sales over the Christmas period

Rather than shouting about the latest blockbuster movie, our brief this year was to warm up brand rejecters with a brand-led strand of advertising activity that emotionally connects with people. And what better time of year to do this than at Christmas?

In 2016, there were multiple forces driving families apart; greater financial inequality than ever, particularly between generations, with the nations’ political state exacerbating this divide further still. We were also acting further apart, with children spending more and more time on personal devices in their bedroom than ever before. This is especially worrying at Christmas, a time for families to come together.

By conducting qualitative and quantitate research, we discovered that shared experiences amplify the experience itself, releasing a chemical reaction and forming cohesive, bonding moments between people. Ofcom research found that parents are less likely to include the once demonised TV set in their definition of screen time, as this is increasingly seen as a focus for family time. Movies have now become a time where the family spend time in each other’s company, enjoying something together- a rarity in modern life and a necessity at Christmas. Our insight was clear; Sky movies make us feel and act more together. They create collective experiences of laughing together, crying together, being scared together and simply bringing families together.

From these insights and powerful user needs around Christmas time, we created the Mother and Daughter Christmas advert, which celebrates the power of enjoying films with the people we love.