Agency: brothers and sisters
Client: Sky Sports
Sky Sports has produced an innovative advertising campaign to support its coverage of The 2008 Ryder Cup.
‘Europe United’ promotes Sky Sports’ 100 hours of coverage of The Ryder Cup including 38 hours of exclusive live coverage in high definition, and features slow motion footage of all twelve European team players’ swings, blended seamlessly into one movement.
The Theme of European United is replicated throughout the campaign in press ads, on air promos, and online on the Sky Sports Ryder Cup microsite.
The campaign has been developed by creative agency brothers and sisters using footage shot in high definition with a Phantom camera that records pictures at 6000 frames per second (normal cameras record pictures at 78 frames per second).
The different treatments are:
Online: A Ryder Cup microsite skysports.com/europeunited accessed via sky sports.com. Click on the player icons to see biographies and watch and compare golf swings either in real time or in slow motion with analysis by Butch Harmon, Sky Sports commentator, coach to Phil Mickelson and former coach to Tiger Woods, and one of golf’s leading analysts.
TV: 30 second and 60 second promos showing the full sequence of swings featuring all twelve players in the European Ryder Cup team in one movement.
Press: Ads running in magazines and national newspapers running right up until Day One of The 2008 Ryder Cup.
Sky’s Director of brand strategy and marketing, Robert Tansey, said, “Sky Sports is synonymous with The Ryder Cup. The success of the European team in the last three Ryder Cups has been in part down to their team spirit - we wanted to reflect this, but also develop a campaign that captured the anticipation of the event, and Sky Sports' premium coverage."
Live uninterrupted coverage of The 2008 Ryder Cup on Sky Sports starts with the opening ceremony on Thursday, September 18 at 8.30pm.
On Days One and Two of the tournament Sky Sports will screen twelve hours of live coverage starting at Midday, and live coverage of the final day will start at 4.30pm. All live coverage of The 2008 Ryder Cup will be broadcast on Sky Sports 1 and Sky Sports HD1.
In an agreement reached last year Sky Sports was awarded the rights to broadcast both The 2010 Ryder Cup at Celtic Manor and also The 2012 Ryder Cup at Medinah exclusively live.