Sky's ingenious marketing campaign has transformed everyday technology into a branded sensation known as Supertelly. By leveraging existing customer assets, Sky has created a product that stands out in a crowded market.
Since early 2010, Sky's Supertelly campaign has been hard to miss, with its pervasive presence on TV and billboards. The campaign's brilliance lies in its ability to pique curiosity and drive consumers to learn more. Sky has ingeniously combined two of its own products—the Sky+HD Box and the monthly HD Pack subscription—with something many customers already own: an HD-ready TV. The result is Supertelly, a branded product that has captured the market's attention.
Supertelly is essentially the combination of:
By bundling these elements, Sky has created a seamless and enhanced viewing experience that they have successfully branded as Supertelly.
Sky's timing couldn't have been better. The early 2010s saw a significant surge in HD TV purchases. According to Statista, the global HD TV market was valued at approximately $94 billion in 2010, with a projected growth rate of 20% annually source. This trend meant that many consumers were either buying their first HD TVs or upgrading to newer models, making them prime candidates for Sky's Supertelly offering.
While Sky has a stronghold on the HD market, there are alternatives:
Despite these alternatives, Sky's offering of 39 HD channels (as of the latest count) remains unparalleled. This extensive channel lineup gives Sky a competitive edge that is hard to beat.
Sky's marketing strategy for Supertelly is a textbook example of effective branding. By repackaging existing products and leveraging the growing popularity of HD TVs, Sky has created a unique product that stands out in the market. The campaign's success is evident in its ability to make consumers curious and drive them to explore what Supertelly is all about.
Sky's Supertelly is a masterclass in marketing innovation. By combining existing products with a growing consumer trend, Sky has created a branded product that not only meets but exceeds customer expectations. While there are alternatives in the market, none can match the comprehensive offering of Sky's Supertelly. This clever marketing strategy ensures that Supertelly will always be synonymous with Sky.
By understanding the components, market timing, and competitive landscape, it's clear why Supertelly has become a standout product in the HD TV market.
