Title | MEET LLOYD |
Brand | SKY TELEVISION |
Product / Service | E-BILLING |
Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Advertising Agency | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Craig Matuschka | Liquid Studios | Sound Designer |
Nick Burridge | Halcyon Digital | Grade/Online |
Chris Mauger | Dop | |
Jimena Murray | The Sweetshop | Producer |
Ben Dailey | The Sweetshop | Producer |
Damien Shatford | The Sweetshop | Director |
Sheetal Pradhan | Ddb Group New Zealand | Digital Producer |
Robbie Boyd | Ddb Group New Zealand | Developer |
David Wood | Ddb Group New Zealand | Digital Designer |
Tania Jeram | Ddb Group New Zealand | Agency Producer |
Judy Thompson | Ddb Group New Zealand | Executive Tv Producer |
Katya Frovlova | Ddb Group New Zealand | Account Manager |
Danielle Richards | Ddb Group New Zealand | Account Director |
Nikki Mckelvie | Ddb Group New Zealand | Group Business Director |
Adam Barnes | Ddb Group New Zealand | Art Director |
James O'sullivan | Ddb Group New Zealand | Copywriter |
Mark Lorrigan | Ddb Group New Zealand | Creative Director |
Chris Schofield | Ddb Group New Zealand | Creative Director |
Andy Fackrell | Ddb Group New Zealand | Executive Creative Director |
There are a million SKY TV subscribers in New Zealand. When you have to post them a bill every month, it’s a huge cost to SKY, and the environment. So to encourage customers to sign up to email billing, we gave them a really good reason not to get their bill in the post. Meet Lloyd – the creepy guy who licks the envelope your bill comes in.
Lloyd became the most unpopular person in New Zealand. So unpopular, that 35% of SKY subscribers switched to email billing in the first two months. As a result of the campaign, SKY now has the biggest email billing penetration of any company in New Zealand. The campaign saved them over $300,000 dollars annually in postage, and a small forest worth of paper. However, there was a small group of people out there who found a deeper connection with Lloyd and campaigned for him to keep his job. They sent Lloyd personal letters of encouragement to keep on licking. We think if Lloyd can’t put them off their mail, nothing will.
We introduced Lloyd in a 30’’ TV spot, who sits alone in a room silently licking and sealing peoples bills. The graphic appears: Get your SKY bill via email, not Lloyd. This was followed by 15’’ TV spots that made Lloyd more repulsive, by showing him eating hard-boiled eggs and sculling coffee, then licking people’s bills. Then we made him even stranger, with Print ads, animated licking banners and ‘Officially sealed by Lloyd’ stickers on people’s real bills. If that didn’t make people switch, we sent them a video with their name and address tracked onto an envelope that Lloyd was licking.