How Sky is promoting the second season of "House of the Dragon"

The new season of the HBO series "House of the Dragon" started on Sky on June 17. To coincide with this, Neu developed a campaign to make the series the highlight of the summer.

The new season of the HBO series "House of the Dragon" started on Sky on June 17. The story centers on the power struggle between Rhaenyra Targaryen and Alicent Hightower. The big question: will fans swear allegiance to House Targaryen or House Hightower?

The creative agency Neu developed a campaign for this, focusing on a teaser film played out on various digital channels and OOH communication. Other measures were also implemented to help make House of the Dragon the series highlight of the summer. A special cover for "20 Minuten" was developed for the launch, as well as another film to mark the start of the season.


The main competitor for the attention of the television audience is, of course, the European Football Championship. Sky and the Neu agency are facing up to this competition: in a charmingly misleading spot, football fans seem to be tuning in to "the biggest fight of the year" - only to be surprised when they switch on "House of the Dragon" (production: Studio Nord)

Sky brand ambassador Yann Sommer was also recruited for the campaign and showed which side he is on on his Instagram channel - in a white-blonde Targaryen look.

From June 17, football fans and fantasy fans alike will find out how the battle between the two houses in "House of the Dragon" will be decided.

Responsible at Sky: Marsali Auberson, François Barras. Responsible at Neu Creative Agency: Nico Ammann, Bettina Beyeler, Maison Fitzgerald, Pian Gumpp, Nicole Vizcardo, Fadi Nemr, Sandy Pfuhl, Simon Rehsche, Adam Schwarz, Romana Schmidtpeter, Fabienne Schoberth, Elif Soysal, Adrian Staehlin. Production: Studio Nord (Nadja von Burg & Valentin Kathriner). Picture editing: Lorenz Wahl.


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