Sky AdSmart TV campaign
We’re excited to watch another one of our video productions on ‘telly’ this month. This 9 week Sky AdSmart TV campaign for the online fashion retailer, CHO, goes live this month, following their new and improved website.
With the run up to Christmas, fashion and lifestyle brand, CHO wanted a modern and on trend video which highlighted some of their most popular brands, including Canada Goose, Barbour, Hunter, Joules, Seasalt and French Connection.
This high-end production was filmed in 4K, in a studio setting featuring Insta-sensation Amy Neville and rising star, Bethany Bennett.
About the production
We used a variety of film and lighting techniques to create this high-energy ad, showcasing some of CHO’s key pieces.
The music was composed for this production, courtesy of our good friend Max Brodie, who’s produced music for Barclays and more recently Vodafone.
A lot of prep and pre-production is involved in a production like this, including painting the studio wall a specific grey colour! We built in a test day, two weeks before the actual shoot, to test techniques and lighting and to ensure the clothing looked right on the models and on camera.
CHO’s success to date
CHO recently won the E-commerce award for Best Cross Border E-Commerce Campaign and have been nominated for a few more awards in the coming months, so watch this space. This TV campaign has also been entered into the prestigious Northern Digital Awards in January.
The campaign
Sky Adsmart is much smarter than a linear TV spot as it targets the viewer. CHO have targeted women aged 25-44, Mid to Very High Affluence, from Experian Mosaic Groups that match their type of customer.
Sky Adsmart only delivers the advert to the matching households, it sits in the box waiting for an ad break and, if the target viewer is watching, the advert is placed seamlessly over the top of the normal advert playing out. In theory you could have a whole street watching the same thing but seeing different adverts dependent on the type of household.
Unlike linear TV, there is no schedule, essentially the client is buying individual target household schedules. Sky Adsmart finds them when they are watching rather than the traditional linear guesswork of trying to find the right channel and programming.
So it really is clever advertising, with fantastic, targeted results, that gives a real ROI.
As well as the main TV ad production, we also produced a 90 seconds ‘Behind the Scenes’ video, featuring, well…, all the fun and hard work that goes on behind the scenes on set.
