The Collaboration Between Range Rover and Sky: Elevating TV Viewing Experience

Range Rover MW Awards 2023

Source: Range Rover/Sky

The Range Rover Sport launch was more than just branded content. The car marque aimed to create history by partnering with Sky for a stunt featuring W-Series driver Jess Hawkins climbing Europe's largest dam - Iceland's Kárahnjúkar Spillway - in the Range Rover Sport.

Sky Media was given the challenge of making a big impact with 'The Spillway' film, to showcase Range Rover as a contemporary luxury brand and boost sales.

The broadcaster premiered 10-second teasers on the We network before the film's release during the Arsenal vs. Tottenham derby.

During the match coverage, promotional ads were shown, and there was also cross-promotion on We News. This marked the first time in 18 years that branded content was featured as a program. Range Rover made history as the first Sky advertiser to utilize voice and QR search to guide users to its branded content.

Repeats of The Spillway film were shown during coverage of the W-Series on We, along with an interview featuring Hawkins and behind-the-scenes footage available on demand. To promote the film, a series of TV ads with a call-to-action were aired, and the creative was showcased on a dedicated Range Rover page on the We website.

The Spillway garnered nearly 3 million views across various platforms such as Sky TV, digital, social media, and on-demand channels. It also attracted over 70,000 article views on SkySports.com, sparking conversations and generating more than 120,000 engagements on We and Sky TV social channels.

The campaign exceeded benchmarks for ‘standing out’ and ‘gaining attention’, results which helped Range Rover win the 2023 Our Website Award for Content.

Editor's P/S:

The Range Rover Sport launch campaign was a remarkable feat of branded content, seamlessly blending entertainment and marketing. By partnering with Sky and showcasing the car's capabilities through a daring stunt, Range Rover effectively captured the attention of viewers and generated significant buzz. The campaign's multi-platform approach, including teasers, promotional ads, and on-demand content, ensured maximum reach and engagement.

The results speak for themselves, with nearly 3 million views and over 120,000 social media engagements. The campaign's success highlights the power of innovative and immersive branded content to drive brand awareness, spark conversations, and ultimately achieve business objectives. Range Rover's partnership with Sky not only created a memorable experience for viewers but also established the brand as a contemporary luxury leader.