Sling: Brand launch

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By Jason Kelley
September 18, 2014

Category:
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Business to Consumer / Integrated Campaign / Marketing Effectiveness

 

Challenge:

Sling is a technology company whose products allow users to watch TV anywhere on any device. After 10 years in the marketplace, they have a devoted core of customers, but had yet to break out beyond that relatively narrow band. At the same time, a variety of tangential competitors like large cable companies and streaming devices were beginning to talk about having “tv anywhere” services. Sling was suddenly in the position of having the market begin to move to them and needed to take advantage

Solution:

Using a previously commissioned logo, we embarked on a wholescale rebranding of Sling. In creating the brand’s first ever tagline of “It’s on”, we successfully helped articulate the key difference of Sling from it’s competitors—Anything that can be shown on your TV can be seen on any device. If it’s on your TV, it’s on. This positioning led to a new anthem video appearing on the site as well as a host of other material including rich media, targeted video ads, event collateral and more.

In supporting the launch Oōtem created:  long-form video to play on the brand’s new website and youtube channel, :30 male and a :30 female targeted ads which ran on national cable and VOD channels, online video, online expandable, social creative, editorial calendar, search and advertorials.

 

Flash Banners

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Event

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Result:

Within four weeks of launch

  • Sling’s channel partners reported strongest weekly sales in over a year
  • Average time viewing the :30 spots on line +59% above industry average
  • CTR% 4.5x above expectations
  • Time on site 2.4X above expectations
  • Time spent with expandalbe unit in excess of 90 seconds
  • Remarketing creative receiving 2.8x higher CTR% over industry norms
  • Sales surpassing goals