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Mobile HD campaign reaches 10,000 Sky employees

Event Marketing Solutions (EMS) has worked with internal communications specialist Avvio to deliver a highly successful internal communications roadshow for Sky on its high-definition (HD) TV offer.

Ten thousand Sky people - from contact centre employees to field engineers experienced the high-profile HD Live tour, which was designed to educate and engage them in the importance of HD to the future of the business.

The campaign saw the transformation of two of EMS’ largest vehicles into a stunning exhibition space themed to recreate the experience of being in a high-tech living room, complete with soft seating and a giant 50 inch plasma TV.

The on-board event included a 20-minute interactive HD experience - hosted by Chief Executive Jeremy Darroch along with celebrities Jamie Redknapp and Angela Griffin - followed by an interactive quiz and a tailored presentation from the employees’ department head.

The roadshow visited 25 sites in the UK in 33 days. Over 10,000 people experienced the campaign by visiting the mobile unit or logging on to a virtual tour. The campaign delivered 10 per cent more visitors than the 2009 campaign, with 70 per cent of the Sky workforce attending.

Shenan Morgan for Avvio said: “EMS helped us to create a truly immersive experience that allowed Sky people to feel for themselves the power of HD, first-hand.

“Using a mobile solution also helped us to maximise the number of people we could reach - by taking the experience directly to them and organising the schedule around their working day.”

Keith Austin, CEO at EMS said: “This was an imaginative internal communications campaign that delivered important strategic messages to a high number of frontline staff in an engaging manner.

“We have recently seen an increased demand for internal communication solutions that convey clear, consistent messages in an innovative way. The Sky campaign is an excellent example of how technology can be used to deliver this.

“In the current economic environment, this kind of engagement that minimises employee downtime is more important than ever.”