MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: D&AD - Sky
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Since 1989, when there were just four television channels, Sky has been striving to make entertainment better. This purpose inspires them. It’s why they do what they do. Today, with hundreds of channels, original programming, award-winning shows, stars and stories, Sky has become the UK’s number one entertainment choice. And it’s not all in your living room. It’s on the go and on demand. From fixed schedules to ‘whenever you want’, from ‘missed it’ to Sky+ and Sky Go, from SD to HD 3D – the ‘firsts’ that have pushed entertainment forward have started at Sky. Entertainment you want to watch, when you want to watch it – all at the touch of a button on, your remote, your mobile, your tablet and your laptop. Entertainment that brings us together, opens our eyes, lifts our souls and blows our minds!
! Brief or Tasks !
Create a copy-led, integrated campaign that uses Sky’s unique personality to thrill and excite current and future customers through eye-catching headlines, scripts, long copy or stories. With so many ways to watch TV and movies, and new competitors entering the market all the time, Sky needs to stand out from the noise.
! Preparation/Research suggestions !
Talk to current customers; reassure them that they’ve made the right decision in choosing Sky to fill their home with entertainment. • Why would potential new customers switch to Sky? What can Sky offer that they don’t already have? What are they looking for? • Is price, choice or freedom a concern? How do you manage fears and expectations? • When would be the best time of year to launch this campaign? • How could we talk about the campaign in PR and social media to encourage people to tell their friends about Sky?
! ! ! ! ! ! Evidence – for this project students should submit ! One copy led campaign ! !
! ! ! ! Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014