Campaign details
Brand: Sky UK
Campaign Overview
With more than half of Sky's lapsed subscribers citing "lack of recognition", the broadcaster created a new loyalty scheme to make customers feel appreciated.
Strategy
Sky needed to change the way it treated existing customers.
Underlying drivers of churn showed that longer-term customers were increasingly dissatisfied by a lack of recognition.
They believed new customers were treated better - and Sky admitted a focus on acquisition.
In a maturing market, it was essential to redress the balance.
Creativity
Sky devised the UK's first loyalty programme based on tenure not spend: Sky VIP....