Introducing 'Sky Open House'
The ultimate day to night hangout. A sanctuary where you can connect with friends away from the madness of the festival. Everything you need all under one alfresco roof. And a few little extras for our Sky VIPs. A unique space in the midst of the legendary Isle of Wight Festival designed to recharge, reconnect, restyle, refresh and rediscover.
Sky entered a strategic 360 partnership with the Isle of Wight Festival to drive the love for music and culture in line with the new Sky values and purpose. Two ever cultural relevant brands that envision meaningful real life experiences as a way to truly connect and engage with people. A memorable, one-of-a-kind brand experience.
The challenge, to work in partnership with agencies and teams to bring to life “Sky Open House” in a record time. A flexible space that allows to 1) welcome everyone, 2) bring to life the joy of a better experience with engaging and interactive experiences 3) address the common festival pain points 4) enhances Sky’s cultural relevance and perceptions of the brand.
Every detail tackled a common pain point, from luxury toilets and free WiFi to water refill stations and a curated beauty bar. With a buzzing bar and impromptu acoustic sets from artists like Supergrass and Arthur Hill, the space became a go-to hub for connection, comfort, and entertainment. 15,000 visitors during the weekend, and viewing figures across TV and digital were record-breaking.
The brand activation also included a multitude of different touchpoints across the festival experience, from tents and flags to guide you through the field, to entry badges, cups, wristbands, and golf carts. A seamless brand partnership and experience throughout the weekend was developed.
CREDITS
Agency: RPM - Phoebe Cairns, Simon Evans, Jordan Blomfield