Shaken & Stirred - Influential Brand Profiling and Positioning

Sky and Warner Bros. Pictures launch LEGO Batman campaign

Celebrating the February 10th release of the big-screen animated adventure The LEGO Batman Movie, Sky and Warner Bros. Pictures have teamed up to create a brand new campaign to promote Sky’s new Broadband Tech Team.

The campaign features the Tech Team as animated LEGO Minifigures alongside the film’s star and iconic DC Super Hero, LEGO Batman himself.

The new LEGO Batman-themed adverts introduce the Sky Broadband Tech Team, a dedicated team of experts specially trained to resolve customers’ broadband issues. The ads play an import role in Sky’s wider broadband campaign, which launches today with an exclusive new Fibre offer1. The offer comes as Sky also takes a new approach in the way it advertises broadband, becoming one of the first broadband providers to introduce ‘average speeds’ in its advertising.

Launching on December 28th, the campaign leads with four humorous 40” brand TV spots promoting the company’s newly recruited and trained Broadband Tech Team.  Will Arnett, who reprises his starring role from The LEGO Movie in the new film, voices LEGO Batman, aka Bruce Wayne, with the Tech Team Minifigures being voiced by real Sky employees.

The first ad, Epic Trailer, sees LEGO Batman dropping crime-fighting tips to the Sky Broadband Tech Team as they take on his broadband problems using a slightly less epic but decidedly more successful approach.

The second spot, Bat Bored, takes us into the depths of the Bat Cave, where LEGO Batman keeps himself occupied during a slow crime day in  Gotham City by phoning the Tech Team under the pretext of checking in on his broadband performance.

The third spot, Bat Fix, sees LEGO Batman tackling his broadband issues with hardcore crime-fighting moves while trusted Wayne family butler Alfred phones up the Tech Team, who talk him through an easy fix.

Bat Fans, the final spot, features Sky Broadband Tech Team engineers Jamel and Lauren paying a visit to the Bat Cave for some hands-on tech support. Even as the dedicated engineers explain that this is a service available to any Sky broadband customer who needs it, the special treatment earns high praise from an impressed LEGO Batman.

Created by WCRS and directed by Jon Saunders, the comedy sketches used in the campaign took 1600 animation hours to bring to life.

Leon Jaume, Executive Creative Director at WCRS commented: “Who wouldn’t jump at the chance of teaming up with a Super Hero who brings together two powerhouse properties – LEGO and DC – to launch this new Broadband campaign?

“The combined genius of the animators, Will Arnett’s voice work and WCRS’s creative teams has brought to life the perfect foil for Sky’s Tech Team, who restore harmony to anxious on-liners everywhere, leaving LEGO Batman to save the world.”

Lyssa McGowan, Brand Director, Communications Products, said: “Partnering with Warner Bros. Pictures and having the creative freedom to bring our new Tech Team to life as animated LEGO Minifigures was a fantastic way to inform our customers of the brand new Tech Team, and we’re delighted with the results. This new service is just one way we are putting our customers first – changing our approach to advertising broadband will also allow customers to accurately assess what speed they can expect before purchasing”.

Danni Murray, Vice President, Media, Digital and Marketing Partnerships, Warner Bros. UK said: “We are delighted to be working with our partners Sky and LEGO along with WCRS, our movie talent and the film maker animation team to create this brilliant collaboration. Our teams have worked together to push media and creative boundaries in ways that will excite and engage our respective audiences.”

The campaign will also feature on radio, digital platforms, press and on out-of-home media across Britain.

With more than six million customers, Sky is the second largest broadband provider in the UK as well as the number one ‘triple-play’ provider of TV, broadband and home phone.