How Range Rover and Sky joined forces to create ‘event TV’

The launch of the Vary Rover Sport required one thing past merely branded content material. The automobile marque needed to make historical past, teaming up with Sky on a stunt that might see W-Collection driver Jess Hawkins scale Europe’s greatest dam – Iceland’s Kárahnjúkar Spillway – within the Vary Rover Sport.

Sky Media was tasked with touchdown ‘The Spillway’ movie with a bang, elevating Vary Rover as a contemporary luxurious model and driving gross sales.

The broadcaster launched 10-second teasers throughout the Sky Sports activities community upfront of the movie’s launch through the derby between Premier League sides Arsenal and Tottenham.

In-programme promotion ran through the match protection, alongside cross-promotion on Sky Sports activities Information, marking the primary time in 18 years branded content material was scheduled as a programme. Vary Rover additionally grew to become the primary Sky advertiser to make use of voice and QR search to direct customers to its branded content material.

Repeats of The Spillway movie aired throughout Sky Sports activities protection of the W-Collection, whereas an interview with Hawkins and behind-the-scenes footage have been included in a bespoke assortment out there on demand. A sequence of call-to-action TV advertisements promoted the movie, with the inventive being hosted on a Vary Rover branded web page on the Sky Sports activities web site.

The Spillway notched up virtually 3 million views throughout Sky TV, digital, social and on-demand channels, together with greater than 70,000 article views on SkySports.com. The movie sparked dialog, producing over 120,000 engagements on Sky Sports activities and Sky TV social channels.

The marketing campaign exceeded benchmarks for ‘standing out’ and ‘gaining consideration’, outcomes which helped Vary Rover win the 2023 Advertising Week Award for Content material.