Flexibility of Sling
The Ask
Sling TV 2024
The task was to develop a mid- to low-funnel concept that highlighted Sling’s unique value—providing control over Live TV content at an affordable price. The campaign needed to showcase Sling’s flexibility with customizable channel packages and add-ons while emphasizing cost-effectiveness. The aim was to convey that Sling empowers customers to choose how, where, and when they watch their favorite content, making it the ideal option for personalized entertainment on a budget.
The Process
For the Sling Flexibility campaign, we created a concept showcasing Sling TV's personalized nature through bold imagery. The campaign's character, Stella, symbolizes the versatility of Sling, using a split-outfit design to represent contrasting interests, such as sports and lifestyle TV, highlighting Sling's customizable packages. Each design element emphasizes choice and control, with Stella's outfit as a metaphor for the freedom to tailor content. We introduced additional characters, reflecting diverse interests—like a biker-romance fan or a sports-cowboy lover—representing Sling's flexible viewing options. Set against vibrant backgrounds, these characters aim to capture attention and reinforce Sling’s focus on personalized experiences. In the lower funnel, we connected key art to Sling’s value proposition, telling a story of choice and individuality central to the Sling experience.
The Result
The Sling Flexibility campaign achieved strong results, engaging the target audience and enhancing both mid- and low-funnel interactions. Dynamic visuals led to a 22% increase in click-through rates and an 18% reduction in bounce rates, effectively holding viewer attention. Sign-ups rose by 15%, reinforcing Sling's image as a leading flexible and affordable Live TV provider. Key art integration boosted conversion rates by 10%, driving Q2 growth. Client feedback highlighted the concept's clarity in conveying Sling’s value and its distinctiveness in a competitive market.