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Sky Protect Hero

Sky Protect Live Happily Ever Smarter

Insight

Sky Protect is here to keep every home safe.

Sky has placed itself at the heart of homes for over 30 years. Now, it is here to protect each home as well. Sky Protect is an innovative approach to protecting homes, combining home insurance with a full range of smart technology that help identify issues before they become unmanageable.

New research reveals home insurance as coming top of a list of the most boring topics to discuss among UK homeowners. In contrast, over a third said they now have smart technology in their property, which they actively engage with at least once a week.

Sky Protect sought after a narrative as accessible and enchanting as its app.

Idea

Fantastical worlds where magic meets modernity.

To illustrate the transformative power of protection, classic fairy tale characters have been reimagined with a twist. The classic Giant’s beanstalk becomes a city skyscraper and Goldilocks’ Three Bears would rather eat a bowl of overnight oats. In each of the tales, iconic characters, who are typically associated with break-ins, thefts and damages, use Sky Protect in various ways to safeguard what they hold dear. Ultimately, they are granted their happily ever after.

A bear wearing a yellow shirt and blue apron holds a smartphone, showing its own image on the screen, inside a cozy, sunlit living room.

These modern fairy tales have been meticulously crafted and brought to life using state-of-the-art visual effects. The giant was constructed with a scaled set and forced perspective to achieve an imposing stature. Likewise, the actors playing the three bears wore full fur costumes on set, which were later digitally replaced from the neckline with photo-real CGI heads of bears.

A man with an exaggeratedly large head and ears, wearing a beige shirt and dark pants, smiles while leaning forward in a brightly lit room with shelves and plants in the background.
A man in sandals and a vest leans through a doorway, holding a phone. Behind him is a balcony with lush plants, outdoor furniture, and a cityscape at sunset in the background.
A bear dressed in human clothes stands outside a house holding a smartphone, with a stroller and bicycle nearby. Another bear, also dressed in clothes, is entering the house through the door.

Impact

Pioneering the future of home protection.

The launch of Sky Protect demonstrates that there is a smarter approach to look after homes. This addition of home insurance complements Sky’s ever-expanding portfolio, which already includes TV, broadband, mobile and streaming services. The imaginative world created will continue to expand, with more films scheduled for later release, along with an abundance of new stories coming to life in both digital and physical realms.

  • 117

    TV ads delivered

  • 6.6m

    impressions

At Sky, we have a heritage in entering new markets and shaking them up, and we’re about to do the same with home insurance.
- Stephen van Rooyen, Chief Executive Officer at Sky UK, Ireland and Chief Commercial Officer at Sky Group
  • The DrumSky uses fairytale characters to launch home insurance ↘
  • LBBWhy Sky is Happily Ever Smarter with a fairy tale-inspired launch into the insurance market ↘

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