Sky Ireland’s ‘Expect More’ campaign won Gold in Advertising at The Drum Awards for Marketing, leveraging Roy Keane’s uncompromising standards to disrupt the mobile market and challenge industry norms, resulting in nearly double the commercial target.
In October 2024, Sky Ireland made a bold move—entering the mobile market for the first time, facing 10 established competitors in a category with 100% penetration and low switching rates (just 15%). Consumers were frustrated by rising costs and diminishing value, yet felt resigned to the status quo.
Research revealed a crucial insight: no provider was truly offering anything different. Sky Mobile set out to disrupt this complacency with a simple but powerful creative platform: Expect More.
Sky needed an advertising campaign that would challenge industry norms and spark consumer reappraisal. Enter Roy Keane—an Irish sporting icon renowned for his uncompromising standards. Through testing, we found he was the perfect embodiment of our message: if Sky Mobile could meet Roy’s high expectations, it could exceed anyone’s.
We launched a fully integrated advertising campaign for the launch of Sky Mobile in Ireland, with a consistent narrative to ‘expect more’ across all creative and media channels. We took a social first approach, launching a teaser social edit that attracted 6.5 million organic views, followed up by a full through the line media campaign. The campaign shook up the category with advertising that really cut through, resulting in Sky achieving nearly double the commercial target and now having the highest consideration and ITP metrics within the category.
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