SKY OPTIMISED TARGETING , MESSAGING AND DESIGN TO CONVINCE FREEVIEW CUSTOMERS TO SWITCH2 Sky had a challenge on their hands; to attract large volumes of Freeview customers who weren’t paying for TV, to Sky’s paid for service. Research consistently showed that Freeview customers didn’t usually see the value in pay TV for the price. Previous campaigns had focused on Sky white world branding, featuring TV bundles accompanied by compelling tar

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