Sky launched a major branding and awareness campaign for its new subscription service Sky Go Extra, dominating the media space at Charing Cross, Liverpool Street, Euston and Manchester Piccadilly stations.

The two-week campaign from 25 February was planned and bought with JCDecaux through MediaCom and Rapport with creative by Brothers and Sisters.

Sky took ‘ownership’ of all the media space at major rail hubs to reach commuters using immersion zones, wraps, giant posters, digital and interactive OOH, experiential advertising and floor media at key transport hubs.

In a media first, an interactive 6-sheet was located on the concourse of each station that passengers consulted to choose a programme that best matched their journey time.

The screen prompted the user to submit their destination, work out the shows they have time to watch and through a QR code, linked the customer to the Sky Go website.