Sky x Tyviso: How 100 Million Rewards Championed the Sky VIP 2.0 Loyalty Strategy

The Challenge

In early 2025, Sky identified a critical inflection point. Despite a large subscriber base, the brand faced rising acquisition costs and declining engagement across the Sky VIP loyalty programme. A refreshed strategy was needed to add tangible value and enhance customer loyalty.

The Strategy

In April 2025, Sky VIP 2.0 was launched, introducing several new propositions. A key element was "Everyday Savings," a tech-led rewards ecosystem enabled by Tyviso, selected for their fast delivery, minimal build requirements, and strong partner network.

Execution and Innovation

Everyday Savings utilised Tyviso's capabilities to provide ever-changing, third-party-funded rewards in a Sky-branded app environment, allowing Sky to offer access to over £1,350 of annual value per customer at minimal cost to the business. Crucially, it is the only element of Sky VIP that directly generates revenue into the programme, helping Sky fund the wider loyalty proposition.

Results

Everyday Savings became one of the most-used new elements of Sky VIP 2.0, with 65% of Sky VIP users engaging actively and supporting the distribution of 100 million everyday rewards in less than eight months.

Judge's Verdict

Note: Judges' comments were not included.