SKY TV makes tiny trailers for massive movies in new Snapchat campaign via DDB New Zealand

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SNAPCHAT-BATMAN.jpgSKY TV, via agency DDB New Zealand, has launched Tiny Trailers, a Snapchat campaign comprised of 40 mini-trailers, each showcasing a piece of content coming soon on SKY.

The campaign enlists the help of emerging comedian Melanie Bracewell, whose quirky riffs on SKY’s latest content are aimed squarely at the broadcaster’s younger audience.

The Tiny Trailers, filmed on an iPhone, have a distinctly homebrew feel and run the gamut from Batman vs Superman to The Great British Bake Off, with each lasting for just a handful of seconds.

All followers of SKY’s Snapchat Channel (SKY_NZ) will receive the Tiny Trailers, rolled out over the course of a week. The campaign is also supported through a series of Facebook posts including video, carousels and link ads.

DDB chief creative officer Damon Stapleton says the idea of turning the concept of traditionally big-budget trailers on its head for a young, socially engaged audience was an instant winner.

“This campaign is fast, it’s fun, and it tells you everything you need to know in ten seconds or less,” says Stapleton.

SNAPCHAT-BAKEOFF.jpgMike Watson, Director of Marketing at SKY, says he is thrilled with the initial response to the Tiny Trailers, and sees Snapchat as the perfect medium for the brief.

“We’ve created a new way to let our audience know what’s happening on SKY, and we’re reaching a demographic that we perhaps weren’t talking to through our other channels,” he says. “Our snapchat audience, while not always account holders, are active SKY viewers and influencers of household spend.”

 

DDB NEW ZEALAND

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Shane Bradnick

Creative Director: Haydn Kerr

Creatives: Liz Richards & Nick Dellabarca

Lead Business Partner: James Blair

Business Director: Katya Urlwin

Business Manager: Trinity Lawry

Digital Strategist: Aoife Murphy

Head of Digital PR: Dean Taylor

DDB DIGITAL

Illustrator: Jim Pachal

Digital Producer: Alana Stretton

SKY TV

Digital Marketing Director: Felicity Christie

Online and Social Media Marketing Manager: Tenani French

Social Media Manager: Harry Barker