Sky's Strategic Collaborations Take Center Stage as Consumers Seek Lasting Value
Sky strengthens partnerships to offer long-term value to consumers amid rising retention challenges and cost-of-living concerns, exemplified by its collaboration with Vue
Placing long-term value at the core of its marketing strategy, Sky has entered into a partnership with potential competition to ensure customer retention.
This week, Sky is unveiling an above the line (ATL) campaign showcasing its collaboration with Vue International. The advertisements, starring Idris Elba, inform Sky customers that they are entitled to two complimentary Vue cinema tickets every month.
Sky's managing director for content products, Carli Kerr, states that the partnership, along with Sky's other marketing strategies, aims to emphasize the increasing importance consumers place on value in their subscriptions and services. In light of inflation and the cost of living crisis, Kerr asserts the necessity for brands to prioritize long-term customer satisfaction, rather than solely focusing on acquiring new customers.
The campaign was discreetly introduced on October 2nd, with communications directed towards existing subscribers. Sophia Ahmad, the chief consumer officer for Sky UK and ROI, explains to Our Website that this campaign is aimed at progressively enhancing the long-term value provided to customers. Ahmad emphasizes that, during a time when value is of utmost importance to households, Sky Cinema's exclusive partnership with Vue offers film enthusiasts the opportunity to enjoy monthly cinema trips without any additional cost.
Ahmad emphasizes that the ATL campaign aims to engage both new and current subscribers. "Ensuring that all our customers receive exceptional value is of utmost priority to us, regardless of whether they are new or existing. We want to ensure that everyone is aware of the enhanced value Sky Cinema provides, including two complimentary Vue tickets every month."
Partnering with another entertainment brand, even though we are competitors, may appear illogical at first glance. However, we believe that such alliances will significantly enhance our customers' experience by offering genuine and sustainable value.
Carli Kerr of Sky argues that there is no competition, but rather a mutually beneficial arrangement. According to her, Vue is not seen as a competitor by Sky, but as a complementary partner in the movie ecosystem.
In order to ensure customer privacy, the partners will only share information with Vue regarding Sky customers who have accepted the deal. Kerr assures that there will be no sharing of data in the opposite direction. Regarding marketing campaigns, promotional offers will continue to be included, but the addition of Paramount Plus and this subscription will bring more genuine and long-lasting value to customers. This has been the main focus for the past few years.
Sky and Netflix have teamed up with Waitrose for an in-store marketing campaign. This partnership aims to emphasize the advantages of a Sky subscription and will be promoted through digital out-of-home advertising in stores and in Waitrose Weekend, the supermarket's magazine. The collaboration between Sky and Vue is scheduled to continue for 12 months, and according to Kerr, they have great confidence in its success.
