Sky launches Anytime+ ad campaign
Monday, April 4 2011, 12:36 BST
By Andrew Laughlin,

Sky has today launched a cross-platform advertising and PR campaign for Anytime+, its new video on-demand service delivering TV and film content over broadband networks.

The campaign, running across TV, cinema, outdoor, press and online, features the legend of King Arthur and the Round Table, as an extension of the fairytale theme in Sky Broadband's 'Happily Ever After' campaign.

In the promotional film, King Arthur tasks his knights with combining Sky Broadband with his Sky+ HD box to "create a selection of amazing on-demand entertainment". Sir Launcelot, however, says that he has already completed the quest by signing up to Anytime+.

Unveiled last June, Sky's new Anytime+ service offers Sky subscribers an archive of on-demand movies and TV content over the internet, rather than over satellite.

The service, which launched last October, hosts hundreds of hours of entertainment programming, including dramas, movies, sport, documentaries and news.

Anytime+ is available to all Sky TV customers with a Sky+ HD box, but they must first sign up to the lite or unlimited Sky Broadband packages.

Lucian Smithers, director of brand strategy and communications at Sky, said: "Following the success of the 'Happily Ever After' campaign, we're pleased to return with a new take on the fairytale theme to launch Sky Anytime+ and emphasise the simplicity of setting it up.

"The modern twist of the Sky Broadband campaign really chimed with consumers, and we're confident that this campaign will successfully highlight just how easy it is to connect our Sky+ HD box to Sky Broadband Unlimited to receive hundreds of hours of the best on-demand entertainment."

The Anytime+ campaign was produced by WCRS&Co, part of the Engine Group, with media planning handled by Mediacom.