Sky Launches First In-House Ad Campaign For NatMags
BSkyB’s in-house advertising unit has created a TV campaign to promote the launch of National Magazine Company’s new title, Shop!.
The campaign, which is the first to be produced by Sky’s creative agency for an external client, will see a series of 10 second spots air across Channel 4, Five, E4 and Sky media channels during programmes such as Angel, Six Feet Under, and Friends.
The activity will break at the beginning of August and is designed to raise awareness of Shop!, which was given away free with Company magazine earlier this month (see Company Introduces New Dedicated Shopping Supplement).
Commenting on the campaign, Graham Appleby, head of client sales at Sky Media, said: “Sky is delighted to be working with NatMags to support the launch of Shop! so soon after unveiling plans to offer production services to clients. We believe that cost-effective solutions can help more advertisers to exploit the power of TV and we look forward to working on other creative projects in the future.”
Justine Southall, publisher of Shop!, added: “We’ve had such an amazing response to Shop! from the industry, and our presence on TV proves our commitment to the launch. The creative team at Sky has really captured the essence of Shop! In these fantastic 10 second spots and we’re confident that they will whet the appetite of the public in time for the launch next week.”
Sky’s plans to expand its in house advertising unit were revealed earlier this year and it is hoped its cut-price commercials will lure more brands to TV. Managing director of Sky networks, Dawn Airey, said: “Instead of trying to make an ad for £30,000, we can do it for a fraction of the cost. We are not getting into the agency business we are trying to induce new clients into television” (see Sky Considers Plans To Enter Ad Production Market).
BSkyB: 0207 705 3000 www.sky.com
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