he campaign, created by mcgarrybowen, will launch on TV with a series of spots promoting the latest features and offers under the theme of ‘It’s Betting, Better’. The campaign’s initial focus is on football with Cash Out, In Play, Price Boost and Acquisition executions all feature as proof of Sky Bet’s product offering. In addition, there is a brand spot that uses multiple sports to celebrate the mission that Sky Bet is on to improve all aspects of their service for their customers.
The creative work uses a ‘Less/More’ construct to show how you’re ‘Betting Better’ with Sky Bet. Bringing together sport clips, topical stories and personalities it’s an insightful and entertaining look at the world of sports betting from the only betting and gaming company that has a Sky Sports heritage. In keeping with the stature of Sky, the spots feature the famous Kanye West track ‘Black Skinhead’ which will be used across the campaign.
The ads will also use the latest dynamic ad serving technology to update with up-to-the- minute offers and odds from Sky Bet. Alongside the TV, the work will feature in a high volume digital & social campaign and extend to print around key matches and moments in the sporting calendar.
Sky Bet Marketing Director, Rob Painter, said, “This campaign is intended to show customers that we are the premium, sports betting brand. All the insight and passion for sport matched with the excellent customer experience you would expect from Sky. The ads are bold and entertaining, we hope they will grab the attention of the audience.”
Angus Macadam, Executive Creative Director, mcgarrybowen commented, "This is the start of a campaign that’s full of sporting insight and raw passion and we hope punters will love it.”