Sky Go - "Sky Sqreening"

Serviceplan Group

Serviceplan Group Munich, Germany

Awards

23401

Brand: Sky Go
Country: Germany

Advertiser: Sky

Title	Sky Sqreening
Agency	Serviceplan Group
Campaign	Sky Sqreening
Advertiser	Sky
Brand	Sky Go
Posted	July 2015
Business Sector	TV/Radio Programs & Stations
Story	We approached consumers when they were on the go and targeted their most basic human instinct: Curiosity. We broadcast the Sky exclusive Champions League top match Real Madrid against Schalke 04 live to public digital OoH screens all over Germany. Free for everyone to watch. But: Encoded with the first ever real time adaptive QR code. This innovative technology was developed especially for Sky. It works like a dynamic digital veil: The source video is reduced to black and white color and lower quality, resulting in bigger pixels. Within milliseconds, every video frame is then transcoded into a working high resolution QR code. Resulting in a steady 25 fps stream of working QR codes. That means: You can still see what’s going on – but barely. This effect provoked the deep natural urge to see more. Which was easy, with the content as direct channel: A scan of the QR code stream leads to a mobile site, simulating the Sky Go product experience: See the match in best quality live on your own smartphone. After 5 minutes, the next teasing mechanism came into play: To continue watching, you had to share the promotion with your friends via text message.
Media Type	Mobile Advertising
Length	114 seconds
Chief Creative Officer	Alexander Schill
Executive Creative Director	Matthias Harbeck
Creative Director	Franz Röppischer
Creative Director	Lorenz Langgartner
Copywriter	Florian Daldrup
Art Director	Damian Sturm
Art Director	Nicolas Klein
Account Director	Katrin Eberbach
Account Director	Florian Franz
Media Agency	MediaPlus
Media Planner	Lukas Pachoinig
Production Company	fireapple
Production Company Producer	Florian Gengnagel
Director	Tobi Tempel
Director	Sven Zellner
Director	Matthias Maercks
Director	Tilo Haucke
Editor	Florian Knab
Project Manager	Marc Pech