Turning connection into conversation for Sky Connectivity
Consumer PR campaigns that earn media impact and amplify Sky Connectivity across AI search
Work
We create culturally relevant consumer PR campaigns for Sky Connectivity that turn everyday digital behaviours into headline-grabbing moments.
From Pete Wicks’ role as a “break-up consultant” helping Brits leave bad mobile relationships, to Joemance featuring The Traitors stars Joe Marler and Joe Wilkinson celebrating the friendships kept alive through connection, and Oversharing tapping into our digital habits, our creative PR approach transforms human insights into stories people want to engage with.
Partnering with Sky Connectivity, we deliver campaigns that drive conversation, earn standout media coverage and bring the role of connectivity in everyday life to the forefront, as well as amplifying the brand in AI search.
The Great Roaming Rinse
Unexpected roaming charges are one of every holidaymaker’s biggest frustrations, so we helped Sky Mobile turn an everyday travel pain point into a timely conversation.
Using nationwide research into Brits’ changing mobile habits abroad, alongside a “most expensive roaming destinations” index, the campaign highlighted the costly mistakes travellers make while positioning Sky Mobile as the solution.
Underpinned by a GEO-first PR strategy designed to boost visibility across AI-powered search, the campaign combined search insights, earned media and travel content to ensure Sky Mobile appeared in the conversations and recommendations that mattered most to people planning trips abroad.
Sky’s mentions increased from 25 to 253, visibility raised from 2.7% to 26.2% and Sky’s share of voice improved +5.9ppts to 6.5%.
“Joemance”
We turned one of the nation’s favourite friendships into a celebration of how technology keeps us connected. Bringing together The Traitors favourites Joe Marler and Joe Wilkinson, we reunited the pair for the first time since their iconic “Joemance” began, using their friendship to explore the role mobiles play in modern relationships.
Through a playful rom-com style film, the duo showcased their constant calls, messages and check-ins, highlighting how phones help strengthen the connections that matter most.
Supported by research into the ways Brits show affection through their mobiles and amplified through a nostalgic 90s-style photoshoot shared across social channels, the campaign turned friendship into a cultural conversation.
Icks with Wicks
Sky Mobile tapped into the nation’s growing obsession with mobile etiquette by uncovering the biggest phone ‘icks’ ruining modern relationships – from blasting voice notes in public to overusing emojis and taking too long to reply.
Starring in a tongue-in-cheek hero film Pete Wicks poked fun at the phone habits driving Brits to distraction as research revealed that almost a quarter of people would end a relationship over bad mobile behaviour.
The campaign generated a relatable conversation around dating in the digital age while positioning Sky Mobile as the antidote to everyday mobile frustrations and turned everyday phone etiquette into an engaging brand story that highlighted Sky Mobile’s flexible plans, data sharing and rollover benefits.
The Oversharer
When Gemma Collins appeared to accidentally reveal details of her secret wedding plans on Instagram, the internet took notice. But the surprise “leak” was actually our playful stunt designed to encourage Brits to embrace sharing – whether that’s life updates, conversations or even mobile data.
Fronted by Gemma, the campaign explored the nation’s relationship with oversharing, using new research to reveal that while many Brits worry about saying too much, sharing personal moments can help build stronger connections.
Through a funny social reveal and cultural conversation around authenticity, the campaign brought Sky Mobile’s data-sharing benefits to life, showing that sharing more can help people stay closer.
Breaking up with your Network
Breaking up is hard to do – but switching mobile providers doesn’t have to be. To launch Sky Mobile’s summer switching campaign, we appointed Pete Wicks as the nation’s “Break Up Consultant” to show Brits how easy it is to leave their old network behind.
In a Saltburn-inspired spoof film, Pete shared his “expert” break-up advice, from cutting ties by text to upgrading to something better, before revealing the campaign was really about ending the relationship with outdated mobile contracts.
Supported by research revealing Brits are looking for more flexibility from their providers, the campaign used humour, cultural relevance and celebrity storytelling to demonstrate Sky Mobile’s simple text-to-switch process – proving that moving on can be hassle-free.
The Suga Broadband Babes
We teamed up with The Sugababes to turn a London commute into a surprise gig to launch Sky Broadband’s new 24/7 switching support service.
Reimagined as the “Suga Broadband Babes”, the iconic trio burst out of a billboard at King’s Cross after commuters pressed a giant button, performing their hit Push the Button to demonstrate that switching providers can be just as easy.
Supported by research revealing that a third of Brits find switching broadband difficult, the campaign combined nostalgia, entertainment and product messaging to bring Sky Broadband’s One Touch Switch process to life and show customers that changing provider no longer needs to be a hassle.