With the prestigious Red Dot Award in 2017, I established product design as a strategic component of Sky’s brand leadership and premium positioning. This helped position Sky as an entertainment and lifestyle brand beyond its traditional sports heritage and reinforced the perception of Sky+ Pro as a premium product in a highly competitive market.
As one of Europe’s leading entertainment companies, Sky sought to strengthen its positioning beyond its traditional sports heritage and further establish itself as a premium entertainment and lifestyle brand.
With the launch of the new Sky+ UHD receiver, Sky faced the challenge of repositioning hardware in a market increasingly shaped by streaming providers. While competitors focused on software-based solutions without dedicated hardware devices, the receiver was intended to stand out as a modern all-in-one entertainment platform.
– Streaming and receiver markets increasingly standardised and functionally interchangeable
– Traditional TV receivers primarily perceived as technical devices with limited emotional brand connection (“grey TV box”)
– Challenge of differentiating hardware beyond functionality in an increasingly digital entertainment market
The objective was to establish the new Sky+ UHD receiver as a distinctive entertainment product beyond its technical functionality. Product design was intended to make technology feel more premium, emotionally engaging and lifestyle-oriented.
– Establish product design as a strategic component of the Sky brand and product experience
– Evolve Sky’s brand perception beyond its traditional sports and football heritage
– Strengthen the connection between entertainment, technology and lifestyle to reach new target audiences
– Make technology emotionally engaging through design and brand communication
– Reinforce Sky’s premium positioning
I strategically leveraged the Red Dot Award to establish product design as a permanent component of Sky’s brand, communications and sales activation strategy. By combining award management, communications and brand activation, I created an integrated 360° approach designed to make technology more emotional, premium and lifestyle-oriented.
– Drove the initiative from concept to execution, including internal alignment and stakeholder buy-in
– Identified the Red Dot Award as a strategic quality seal for design, innovation and premium positioning
– Led the award management process, including stakeholder coordination across marketing, product development, communications and field sales
– Developed all submission materials, including copy, imagery and video content
– Managed the competition process, including communication with the Red Dot jury
– Designed and implemented an integrated 360° activation strategy across brand, communications and sales
Red Dot Award Winner 2017
for Sky+ Pro
Recognised among 5,500+ international submissions from 54 countries
Sky Receiver as a
Design Product
Positioned the Sky receiver as a design product in the lifestyle segment
Integrated 360° Campaign Across DACH
Activated the design seal across TV, digital, social media, PR and retail
Evolution of
Brand Perception
Strengthened Sky as a premium entertainment and lifestyle brand
– Won the Red Dot Award 2017 in an international competition with more than 5,500 submissions from 54 countries
– First Sky receiver in the company’s history to win the internationally renowned Red Dot Award
– Recognised by the jury for its minimalist product design and premium user experience
– Established product design as a strategic component of Sky’s brand strategy and premium positioning
– Strengthened Sky’s perception as a premium entertainment and lifestyle brand beyond its traditional sports heritage
– Enhanced the emotional appeal of Sky+ Pro by combining technology, design and lifestyle
– Received international recognition across the Sky Group and within the design and media industry
– Generated positive feedback from industry experts, trade media and sales teams
– Created a compelling new sales argument through the award-winning design positioning of Sky+ Pro
– Integrated the award across product, brand, marketing and sales activities
– Developed and executed an integrated 360° activation campaign to maximise the commercial and brand impact of the award
Campaign Highlights: “The Most Beautiful Sky Receiver Ever”
1. TV & Platform (4 Commercials):
Advertising campaign across German television and the Sky platform targeting both existing and prospective customers.
2. Print & Advertising (3+ Publications):
Print advertising in leading technology, entertainment and lifestyle publications within the German consumer electronics market.
3. Digital (3 Channels):
Dedicated digital campaign including a campaign landing page, integration on sky.de and additional digital touchpoints.
4. Social Media (3 Platforms):
Activation across Facebook, Instagram and Twitter, using the Red Dot Award seal as the central campaign element.
5. PR & Communications:
Press releases in Germany and Austria, trade media relations, editorial placements and interviews.
6. Retail & POS:
Integration of the award seal into point-of-sale materials, sales collateral and retail communications.
7. Product Communications:
Use of the Red Dot Award seal across product documentation, installation guides and user manuals.
8. Customer Communications & Email:
Integration of the award seal into direct customer communications and product-related email campaigns.
Campaign Summary: 8 Channels · 20+ Activities · 3 Countries · Campaign Duration: 6 Weeks
Image Source: obs/Sky Deutschland
(Press image related to the Red Dot Award 2017 recognition)
Further information and references relating to this case are available upon request.
The following competencies were applied throughout this project and reflect the core areas of my expertise.
Concept, Award Management & 360° Campaign Activation · Damian Holmer (Corporate Spokesperson, Sky Deutschland)
