Tata Sky Plus – Launch Campaign




Tata Sky, a leading Satellite Television provider, launched Tata Sky Plus, a new-age service that offers the viewer power to plan and control his TV viewing experience – allowing him to Pause, Record and Rewind Live TV. The communication goal for digital media was to create awareness & generate sales.




A premium product, Tata Sky Plus wanted to reach the premium metro audience, 25+, affluent families.
The digital strategy focused on the following

Online:

There were 4 drivers to the online plan
1. Rich media & Video advertising that showcased the Pause, Record, Rewind function
Video formed a key component of the plan given the nature of the product. We used the top portals
(Yahoo, Rediff, MSN) for reach, integrating advertising into video sections, banners with videos on rollover,
rich media banners with user interactivity, Video Skin branding etc.

2. Innovations for launch impact
Homepage takeover on MSN, Sync Banners on Yahoo, Homepage Encasing unit on Cricbuzz were just
some of the innovations used

3. Sites reaching out to the HNI audience
Finance & News sites targeting the upwardly mobile audience such as BBC, Moneycontrol etc

4. SEM
Search generated a high volume of clicks, 25% of the overall campaign, and video ads formed a significant
part of the mix


Mobile:

We looked at targeting consumers with high end smart phones – better handsets cueing affinity to premium
technology products. The only way to target this audience was by identifying a way to reach them while they
were using the phone. With 38 Mn active WAP users, we had a potent audience consuming the internet using
high end models. Advertising was targeted to smart phone users in leading WAP media vehicles. Engagement
by enabling consumers to purchase a Tata Sky Plus at the moment of consumption: Users targeted through WAP
ads came to the brand WAP site. We used a novel technology (‘Click to Call’) that allowed a user to call Tata Sky
by clicking on the phone number provided on the site. There was a specific offer code mentioned to track the sale.




While the focus was on Pause, Record and Rewind Live TV, we created two distinct routes

1. Different concepts were created based on situations in people’s lives when they would need to pause/ record
or rewind their favourite show e.g, boss calling, husband and wife fight over which serial to watch, missing your favourite dialogue, missing the stock update going out with your family,

2. We also created customized communication based on the website we were advertising on for eg. On cricket,
we ran a different banner compared to entertainment and finance.




Online:
With 157 Million impressions delivered and a campaign average CTR of 0.4%, this was one of the most
successful digital campaigns for Tata Sky. The Video ad units generated 4-8 times the CTR of standard units.
The Rich Media units had above average interaction rates. Overall the campaign delivered twice as many clicks
as estimated with significant user interaction.

Mobile:
Within an extremely limited budget, as a trial, thousands of unique consumers availed of click to call & we got
a tremendous response in terms of units sold. The cost per sale was lower than that generated through any
other media. Click to Call on WAP is now an integral part of all digital plans.