Flexibility of Sling
The Ask
Sling TV 2024
The task was to create a compelling mid- to low-funnel concept that showcased Sling’s unique value proposition—giving consumers control over their Live TV content at the best price available. The campaign needed to highlight Sling’s flexibility, allowing users to tailor their viewing experience with customizable channel packages and add-ons, all while emphasizing affordability.
The goal was to effectively communicate that Sling empowers its customers to choose how, where, and when they watch the content they love, making it the ultimate choice for those seeking personalized entertainment without breaking the bank.
The Process
For the Sling Flexibility campaign, we crafted a concept that visually represented the personalized nature of Sling TV through bold, attention-grabbing imagery. The hero of the campaign, a character named Stella, was designed to embody the versatility that Sling offers its viewers. By using a visually striking split-outfit approach, we showcased contrasting interests—such as sports vs. lifestyle TV—symbolizing the flexibility of Sling’s customizable channel packages.
Each element of the design was thoughtfully chosen to enhance the message of choice and control. The contrasting halves of Stella’s outfit served as a visual metaphor for the freedom Sling gives users to tailor their content experience. Additional personas were conceptualized to further explore this idea, with characters representing unique combinations of interests—like a part biker, part romance fan, or part sports enthusiast, part cowboy western lover—each representing the diverse and flexible viewing options that Sling offers.
Set against highly saturated backgrounds, these characters were designed to be thumb-stopping, cutting through the visual clutter of typical ads to capture attention instantly. By avoiding the expected "living room" setting, we kept the focus on the characters and their personalized experiences, reinforcing Sling’s key selling point of flexible content tailored to individual preferences.
In the lower funnel, we integrated key art that tied the narrative back to Sling’s value proposition, creating a seamless connection between the characters’ dynamic lifestyles and the flexibility of Sling’s TV offerings. This approach allowed us to tell a story of choice, empowerment, and individuality—central themes in the Sling experience.
The Result
The Sling Flexibility campaign delivered impressive results, resonating strongly with the target audience and driving significant engagement across both mid- and low-funnel touchpoints. The dynamic, split-outfit visuals were highly effective in capturing attention, contributing to a 22% increase in click-through rates (CTR) compared to previous campaigns in similar ad placements. The vibrant, character-driven ads also reduced bounce rates by 18%, demonstrating their success in holding viewer attention and encouraging deeper interaction with Sling's offerings.
In terms of conversions, the campaign helped to increase sign-ups by 15%, solidifying Sling’s positioning as the most flexible and affordable Live TV provider. The integration of key art in the lower funnel added further impact, contributing to a 10% lift in conversion rates and making the campaign a critical driver of Sling’s Q2 growth. Client feedback praised the concept’s ability to clearly convey Sling’s value proposition while standing out from competitors in a crowded marketplace.