British Fires approached We Are Intrinsic with a clear ambition: to increase visibility among high-value UK homeowners while ensuring their TV investment delivered measurable, accountable impact.
Rather than relying solely on traditional broadcast, we built a cross-screen strategy using Sky AdSmart and Video On Demand (VOD) to combine premium big-screen presence with data-led targeting and performance tracking.
Running from 15th September to 7th December 2025, the campaign focused on reaching affluent households actively investing in home improvement - delivering scale without sacrificing precision.
British Fires operates in a considered purchase category, where visibility within the right households matters more than mass exposure alone.
The brand needed to:
Standard broadcast would have provided scale, but not the targeting depth or reporting transparency required. The campaign needed to deliver both reach and accountability.
We developed a dual-platform approach combining the precision of Sky AdSmart with the incremental strength of VOD.
The strategy focused on:
Advanced audience targeting
Targeting UK homeowners, affluent and prestige lifestyle households, and adults aged 25+ across Yorkshire, Central regions, Scotland, and the South.
This ensured messaging was delivered to households most likely to invest in premium heating and design solutions.
Sky AdSmart deployment
Addressable TV advertising delivered directly to selected households, driving high-impact visibility on the largest screen in the home.
AdSmart delivered 4.88 million impressions and achieved 83.8% reach within the targeted audience.
VOD reach extension
VOD activity expanded campaign exposure to streaming viewers not reached via AdSmart.
1.19 million impressions were delivered via VOD, contributing +2.7 incremental cover points.
Notably, 8.5% of VOD viewers had not been exposed to the campaign through AdSmart.
Cross-platform reinforcement
29.5% of viewers were reached across both channels, strengthening message recall while maintaining controlled frequency (17.97 average across platforms).
Performance measurement integration
Unlike traditional TV alone, VOD allowed for engagement tracking, delivering 14,221 clicks at a 3.9% CTR and an efficient £1.01 CPC.
The campaign delivered strong, accountable growth across reach, engagement, and audience quality.
By integrating addressable TV with streaming video, British Fires achieved scalable brand exposure while unlocking measurable performance insights rarely associated with traditional TV campaigns.
The data also revealed valuable behavioural patterns including stronger weekend viewing performance and high engagement during daytime and peak evening periods. All this data helps to provide clear direction for future media planning.
“British Fires needed to reach the right homeowners, not just the most viewers, so we built a strategy that combined the impact of big screen TV with the accountability of digital. By layering Sky AdSmart’s household level targeting with VOD to capture incremental audiences, we were able to scale reach while keeping frequency tightly controlled. The result was a campaign that delivered standout visibility, extended beyond linear viewing habits and proved TV can drive measurable action.”
Mark, Managing Director
Client
Mission
When British Fires partnered with We Are Intrinsic, the focus was on building clarity and structure into their paid media activity, creating a framework designed for scalable, long-term growth.
Results
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