Why the minions deliver for Sky marketing campaigns

Today sees the launch of Sky’s latest marketing push to promote its ultrafast broadband with a return to the helping hands of the much-loved minions!

The minions have been supporting Sky for many years to drive awareness, including Sky Fibre in 2015, as the company solidify itself as the leading choice for enabling (and providing) family entertainment. Having previously relied on The Simpsons (now with Disney) as the family heavyweights to drive brand appeal previously, Sky has strategically turned to another yellow character to demonstrate its weight in the family entertainment arena.

Why minions?

It's worth mentioning that Sky's Ultrafast?broadband is only available to around 15% of UK homes! However, activating a minion-dominated campaign provides an incredible halo effect for its other services and entertainment. What really works is that the minions have their own character traits that are fun, quirky and adorable which provide similarities to young families who display the same cheeky personalities. Mischievous little kids wanting to stick their noses into curious things, only to find out that their actions can quickly spiral out of control. The minions deliver on a connection that throws a raised eyebrow and smile that strikes a chord with busy, hard-working mums and dads around the country.

Cutting through the noise

As consumers in a highly saturated marketing landscape, we’re always looking for a reason ‘not to’ buy. Many sources state that consumers make 35,000 decisions daily, therefore moments that disregard a purchase decision can arguably provide relief to the overwhelmed human. Banner fatigue is a very real thing, as people can shut off from advertising because it is simply everywhere; the new wallpaper that colours everyday life as people go about their business. As a marketer, it's important to understand how to cut through this challenge, and deploying minions can provide the necessary strength in disruption and emotion for a juggernaut like Sky.

Minions to save the day!

Recruiting an army of yellow human-like creatures can really support the heavy lifting of a marketing campaign in a crowded marketplace, at a time when humour and positivity are greatly needed. Their recognition and familiarity can turn heads and remind mums and dads of the value of creating family time moments, even if that means, ironically, parents and children doing activities on their own devices, together at home. Saturday evenings have struggled to recreate The X Factor glory days (a show that’s now shelved) as family gatherings via linear TV occasions continue to decline sharply. However Bob, Kevin and Stuart (of course you knew the names of the three most familiar minions!) will remind those to invest in family-time, and likely for Sky, invest in their ultrafast broadband.