merit
In today's crowded streaming market, many TV providers seem to hold all the power, charging you for channels you don’t know, sports you don’t follow, and shows you never watch, and complicating cancellations. But Sling TV stands apart.
The new brand campaign focuses on the unique Sling offering that allows consumers to choose and customize their channel lineup. Directed by The Perlorian Brothers, the spots depict unexpected, alternate universes. The hero characters are the guides throughout, beginning with a sense of longing for a better TV provider and ending with what they’ve been yearning for: a TV provider that puts them in control.
The challenges for this brief include the fact that the client didn't want a broad or anthemic campaign that merely made you like the brand. Sling TV wanted hard-hitting selling points telling consumers what differentiates them from well-known competitors like YouTube TV and Hulu + Live TV. The list of selling points was long. We developed a campaign that turned these points into dialogue that could be paired with unexpected scenarios to create compelling stories. The result is a campaign that does more for the brand in 30 seconds than any previous campaign they've run overall, testing above average in nearly every measurable KPI, including memorability and entertainment. In short, we made the boring-but-important facts something consumers actually enjoy learning about.
The idea of the campaign was to create a series of spots that use a repeating dialogue structure so we can repeat the reasons to believe for Sling TV multiple times during the commercial, while having unique and unexpected visual metaphors to help propel the story and create a memorable spot.
