Sky Bet, the betting arm of Sky Sports, is aiming to take betting to the next level through a series of exclusive rewards and offers outlined in its new campaign from mcgarrybowen – ‘Are you in?’.
The campaign is the first work from mcgarrybowen following its appointment in May of this year and is Sky Bet’s first integrated campaign in three years.
Timed to coincide with the start of the new football season on 4 August, the creative marks a shift in strategy from Sky Bet as it moves away from focusing solely on customer acquisition to investing in retaining its existing customer base.
Rob Painter, marketing director at Sky Bet, explained: “Upon joining Sky Bet last year it was clear the unique opportunity the brand has to give customers above and beyond what our competitors can. The new strategy and ‘Are you in?’ campaign from mcgarrybowen are part of a new direction for the business and I’m excited about where it can go from here.”
Throughout the season Sky Sports presenters Jim White and Natalie Sawyer will act as the faces of the brand from its new home - The Sky Bet Studio. Each ad sees White and Sawyer broadcasting from the studio informing punters of the latest Sky Bet news, offers and products with each ad ending with the ‘Are you in?’ invitation.
Mcgarrybowen CEO Rick Hurst commented: “This is our first work for Sky Bet and we’re just getting started. It’s empowering to be brought inside such a successful business and tasked with not just how to help improve its communications but also how to differentiate the brand in a very cluttered market.”
The creative will feature throughout press, outdoor, radio, online, mobile and eCRM from this week, with mcgarrybowen also masterminding a new visual identity for Sky Bet which will be deployed across all touch points from August.