SKY SQREENING
SKY Deutschland
Issue 36 | September 2015
Agency
serviceplan
Creative Team
Chief Creative Officer Alexander Schill Executive Creative Director Matthias Harbeck Creative Directors Franz Roeppischer Lorenz Langgartner Copywriter Florian Daldrup Art Directors Damian Sturm Nicolas Klein
Production Team
Agency Producer Florian Gengnagel Software Engineers Mike Achtelik Patrick Niethen Senior Software Engineer Karl Bode Technical Director Christoph Maeschig Software Development Jan-Peter Kuntoff Project Manager Marc Pech Technical Project Manager Marit Herrmann
Other Credits
Account Supervisors Katrin Eberbach Florian Franz Mobile Specialist Nerdindustries hmmh multimediahaus AG ireapple Florian Gmeinwieser Media Planning Lukas Pachoinig Connected Experience Specialist Niels Verhaag
Date
March 2015
Background
Sky Go was a subscription-based mobile app that provided sports fans with exclusive live football content. It was the only way to see the Champions League live on a handset in Germany.
Idea
The task was to arouse the curiosity of football fans during the live broadcast of the Champions League match between Real Madrid and Schalke 04.
Large screens OOH were set up all over Germany to show the game. But encoded with the first-ever use of realtime adaptive QR code, a technology developed exclusively for Sky.
It let viewers watch some, but not all, of the match, thus creating the irresistible desire to see more. All they had to do was scan the QR code with their mobiles. Now they had the Sky Go experience, the match in all its glory. After five minutes, they lost the picture unless they shared the link with friends by text.
Results
Starting with only four screens, 15m contacts were made within 90 minutes.
That is 1,800% higher interaction rate than is standard with QR codes.
There was a 94% sharing rate after the five minute break. Sales were 23% higher during and immediately after the match (compared to similar matches before).
Our Thoughts
Only today I saw a comment somewhere that QR codes will never catch on until Apple build a scanner into the iPhone. The trouble is, the rewards for scanning a QR code have never been enticing. This is different, though. First of all there is the insight into human behaviour. When you see only part of the action, you are desperate to see the whole picture. Then there is the fact that the content revealed is something you might actually want to watch – because it’s live. Lastly, it demonstrates the actual product quite brilliantly. There, in your hands, football on the go. To paraphrase Steve Blamer talking about Powerpoint, QR codes don’t suck. How people have used QR codes sucks. Until now.