SECTOR:
HOME INSURANCE
YEAR:
2023
ROLE:
CREATIVE DIRECTION
Sky Protect
challenge.
Launch Sky's entry into smart home insurance, a new category for the business, and one of the most commoditised in UK retail. The brief was to establish credibility without sounding like every other insurance ad on the market. Most fail by treating the category as inherently dull. We treated it as a creative opportunity.
the idea.
Happily Ever Smarter:
The choice of fairytales for this launch campaign was a strategic one. The Three bears and the Giant from 'Jack and the beanstalk' are not only iconic characters in their own right, they're also closely associated with being house proud and protective of their homes. We developed the brand identity, narrative platform and campaign system to launch across two markets.
Social:
We created an animated world for Reels, Stories, and Meta in-feed. Character-led stories, each with their own format logic.
Digital:
Programmatic display and direct comms matched to in-market home insurance signals.
The Impact:
6.6 million impressions at launch
22% above early sign-up forecasts
Established long-term creative framework for the brand
testimonial.
At Sky, we have a heritage in entering new markets and shaking them up, and we’re about to do the same with home insurance
Stephen van Rooyen
CEO Sky Group
