1. Chuya Ikeda Miki Hyogo David Bailey
SKY
Product & Market Background
SKY.
Election fever is a global phenomenon and during the month
building up to the US election, the thirst for presidential and
election based programming will peak.
Advertising Objective (problem to solve)
The campaign is aiming to capture the zeitgeist of popular interest
in the build up to the most historical US election of our life time.
BBC and CNN are typically perceived as more trusted sources
for political programming. We need to convince the audience that
no other network has such a great wealth of programming and
comprehensive coverage as Sky.
For the more casual viewer we need to show them Sky has
entertaining and topical programming on the subject, featuring
popular shows such as 24, the Simpsons, and that this event and
season will be the most talked about thing this year.
Target Market Group / Audience
Men and Women 18 – 45. But this advert will appeal to older
audiences as well.
Proposition / Promise Benefit
Gain more popular interest amongst younger and less typical
news viewing audience, as well as catering for the politically aware
viewer in a more comprehensive fashion.
Watch Presidential season programming. See Sky as Serious
alternative to the BBC or CNN for election coverage.
Proposition Support Points
This is a unique opportunity for Sky to offer topical, educational
entertainment with broad appeal. High lighting Sky’s ability to
offer intelligent current affairs shows in an accessible format.We
can capitalize on the tide of interest as it reaches fever pitch to
promote the upcoming season of “24” as well as “Lions for Lambs”
premiere.
With the on air campaign will be running 2 main promos. One
will be more mainstream/light hearted tone, featuring shows like
“The Simpson’s”, films like “Dave”,“Independence Day” etc. There
will also be a vote for your favorite fictional and real president
competition.This will be used online and threw the green button
interactive TV promos, with a 1st prize of a visit to Washington
DC, courtesy of Sky Travel.
We will make use of the star spangled banners for idents,
bumpers etc. during the featured programming.
Ideally we are looking to get some special intros to the
programming. For the more serious scheduling Al Gore, and for
the more light hearted stuff Monica Lewinsky.
Tone of Voice
The other a more serious tone.With the History and Biography
channel shows, as well as films like “All the President’s Men”,“JFK”
etc.There will be a 60’ generic promo, and 2 x 30’ promo’s.
Media
Any, fake Presidential Election/Party Political broadcast ads on
radio, to promote the presidential season.
Timing
Early October 08 build up election
PRESIDENTIAL TAKE OVER SEASON
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2. Chuya Ikeda Miki Hyogo David Bailey
Palmer in 24
SKY
The poster campaigns will mimic the actual poster campaigns used by the Democrat and Republican Parties;
but feature famous actors such as Martin Sheen in “The West Wing” or Tom Cruise in “Lions for lambs”.
The Colours are very striking vivid and eye catching, we intend to run them extensively on billboards, in
Underground and rail stations
PRESIDENTIAL TAKE OVER SEASON

3. Chuya Ikeda Miki Hyogo David Bailey
Jasper Irving in LION FOR LAMBS
“ The presidential candidates “
Nixon in NIXON
Jack Station in PRIMARY COLORS
SKY PRESIDENTIAL TAKE OVER SEASON