Sky.

Sky came to us to promote their Sky Homes service.

The chance to work with one of the most respected brands in the world whilst waxing lyrical about ‘The Wire’ and ‘The Sopranos’ seemed too good to be true.

Our brief, working alongside Sky’s copywriters, was to produce an email to promote Sky’s Communal TV service, which allows Managing Agents and Developers to give their apartments the benefit of Sky TV through a single dish on the roof.

Given the relative complexity of the offer and the resistance our B2B audience was likely to put up, we knew that transparency and immediacy needed to be our email watchwords.

Subsequently, our first act was to dissect the offering and rank the various features in likely order of importance to the reader. This done we presented these USPs clearly in the preview pane, stressing their benefits to the Managing Agents and Developers whilst adding impact with compelling calls to action and alluring imagery.

Beneath the all important preview pane we didn’t fall into the trap of lengthy descriptions and excessive graphics. Instead we laid out the rest of the benefits of the package, reiterated the simplicity of take up and planted as many calls to action as possible.

The results? A rather impressive 8 times industry standard click through rate and a very happy client.