Using film to grow customer-centricity and win pitches
“The customer closeness videos that we’ve used and conducted in the past have been incredible powerful for us as a research team within Sky.” Chris James, Strategy Controller at Sky
The Sky Sports strategy team successfully used insight videos in their pitch, securing new rights for the English Cricket Board. They attributed a part of their success to the way the consumer was brought to life in the video outputs.
To ensure the film was as creative and engaging as possible, Vox Pops International conducted in-home interviews with three cricket-watching families. We captured the differences in how families participate in cricket and what they love about watching the game. B-roll footage of the respondents playing cricket and watching the sport was used to bring insights to life on screen.
Ultimately vox pops are the experts in video and to be able to rely on them to be able to make the right decisions is a great source of comfort in many ways, which is really important when TV is your business.