The traditional audience for SKY ARTS was middle class and middle age.
The challenge was to attract new audiences, aged 25-35 years old.

The young people are really keen on parties and events.
Anyone would like to be invited to an exclusive party.

The idea was to present SKY ARTS as a ‘gate crash opportunity’.
The campaign took place during Milan’s most prestigious fairs which offer 1000+ events.
We commissioned 3 bloggers (our GATE CRASHERS) to post on social media about the best events to gate crash.
The audience was then invited to take a SELFIE at the event they had gatecrashed and send that to SKY ARTS.
The winners would get tickets to future events hosted by SKY ARTS.
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