Sky VIP lounge launch

Client: Sky

Sky VIP is Sky’s loyalty programme, delivering thousands of free experiences & rewards for customers to value and enjoy. In 2023, we launched a new music proposition called ‘Sky VIP lounges’ with the aim of rewarding customers with exclusive access and benefits when they go to see live entertainment they love, closer to where they live. Sky VIP lounges are dedicated spaces at iconic live music venues nationwide, with complimentary access exclusively for Sky customers to get their night started in style.

To effectively land this new customer benefit, and drive mass awareness around the nationwide lounge rollout, we created an unforgettable launch event for customers at the first direct arena, Leeds, followed by 3 more launch events in 2023, with two more planned this year. At Leeds, 250 guests enjoyed the star treatment; walking the blue carpet, tasting VIP-Tini cocktails and canapes, and engaging in lots of photo opportunities including a ‘Create your own album cover’ photobooth. Guests were also treated to an intimate, surprise set by pop sensation, Olly Murs, before his ‘Marry Me’ show in the main arena! The launch activation was a great success, achieving fantastic traction online and on socials through a blend of high-profile talent, influencers & customers amplifying the event - generating talkability and buzz around the lounge launches, and exceeding expectations. 95% of customers rated the event ‘excellent’, and, ultimately, we’ve seen an increase in traffic to the My Sky app with thousands of customers booking lounge passes for future arena events.