Sky launches campaign for Sky Anytime+

BSkyB has launched a multimedia ad campaign to promote its on-demand service Sky Anytime+, using a new take on Sky's broadband's 'Happily Ever After' fairytale theme.

Created by Engine's WCRS&Co, with media by MediaCom, the campaign runs across TV, cinema, outdoor, press and online from today (4 April).

In the light-hearted TV ad, King Arthur asks Sir Lancelot to combine the King's Sky Broadband Unlimited service with his Sky+HD box, to which Lancelot replies that he already has, and that the service is called Sky Anytime+.

The creative team was Thom Glover and Eoin Mclaughlin and the director was Peter Lydon. The production company was 76 Ltd, post production was by Golden Square and sound was by Grand Central.

Sky Anytime+ is available to Sky TV customers with a Sky+HD box who subscribe to the Sky Broadband Unlimited or Lite packages and, once activated, customers can access hundreds of hours of programming, including 'The Sopranos'’ and '24'.

Lucian Smithers, director of brand strategy and communications at BSkyB, said: "Following the success of the 'Happily Ever After' campaign, we're pleased to return with a new take on the fairytale theme to launch Sky Anytime+ and emphasise the simplicity of setting it up.

"The modern twist of the Sky Broadband campaign really chimed with consumers, and we're confident that this campaign will successfully highlight just how easy it is to connect our Sky+HD box to Sky Broadband Unlimited."

Sky Anytime+ started to roll out at the end of October 2010 and offers a larger selection of on-demand content through a broadband connection, compared to Sky Anytime, which delivers a more limited selection by satellite.

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