Sky was never a dull client to work on, we worked on a strong brand within a strict insurance compliant industry so there were always challenges. However, the challenges were always clear and we went and developed a strong product working closely with the client to maintain strong standards.
Sky Protect insurance
Our first marketing strategy was around the missing 'jigsaw' piece, with the missing piece being the insurance product, it was playful, the key challenge was translating the concept across to the customer which we attempted in different ways. Initially we experimented with straplines then making the jigsaw more visual throughout the journey. The HD concept was much stronger and visual, this didn't always translate to a better conversion, which involved a lot of funnel analysis and a relaunch with a slightly softer approach on the black HD concept.
