Sky Sport Only Live Once

The Problem

Sky Sports spend billions on the rights to show Premier League matches live throughout the season.

Sky Sports were however, increasingly seeing customers letting their subscriptions lapse due to the free availability of match highlights on YouTube and Social platforms.

The Solution

We needed to remind football fans of the unique power of watching games live vs catching up on highlights.

We latched onto the line “it’s only live once” which reminded football fans that you only really feel the visceral drama and the emotion of a game once, when it is live and in the moment.

We created a huge campaign across multi video, digital and still channels. As part of the campaign we built a language system around the word ‘Once’ and completely redesigned the art direction of Sky Sports, including hand painting the logo, to capture the spontaneous ‘in the moment’ nature of live football.

Results

The campaign delivered record Monday Night Football viewing figures, excellent reduction in customer churn and we touched a nerve with competitors when Gary Lineker called out the campaign on the Match of the Day highlights show.