Sling: Escape The Madness

sling_etm

By Jason Kelley
September 18, 2014

Category:
awards2014

Business to Consumer / Digital Campaign

Challenge

Sling is a technology company whose products allow users to watch TV anywhere on any device.  In looking to drive sales during and after March Madness, Sling turned to Oōtem to craft a campaign.  Due to the crowded media landscape (and a limited budget), it was clear that Sling might have difficulties in reaching its core male sport lover audience in the initial timeframe.

Solution

Oōtem conducted consumer research and discovered an opportunity market existed. The spouse of the core target.  For the first time, Sling communicated directly to Women.  Oōtem created “Escape the Madness” campaign targeting those women who needed a break from the “madness” which was happening in their home.  Then we pivoted to the core male sports audience when they were more apt to consider Sling

 

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Result:

Efforts targeting women exceeded sales goals by 180% and the efforts targeting men exceeded goals by 108%. View times +75% over expectations and industry averages.