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By Julia Becker | Reporter

June 5, 2023 | 2 min read

The first campaign developed by Sky Bet’s new media agency EssenceMediacom reinvents the matchday with its reactive real-time creative.

Sky Bet made the Championship play-offs even more memorable for football fans with the first-ever 3D creative at Wembley Boxpark. To celebrate 10 years of Sky Bet’s English Football League (EFL) sponsorship, the betting company used the installation to drive fan engagement and show off the score.

Fans attending the EFL play-off finals enjoyed an all-day experience, including creatives at the team’s hometowns and at key train and underground stations in London to roadside adverts - the campaign sought to get fans into the football spirit from the get-go. Efforts were made to tailor media to the full-fan journey.

OOH director at EssenceMediacom, Hannah Cooper, said: “As the first brand to leverage the possibilities of 3D at this site, Sky Bet is re-inventing what the visual match day experience looks like, and we are excited to help drive these breakthroughs for our clients.”

The Sky Bet out of home campaign also entailed a reactive, dynamic 3D creative spread across the Wembley premises. The creative changed in real-time and depicted the winning team’s logo and colors once the match was over. And for a perfect ending to the day, fans could take pictures in front of the celebratory creatives that were displayed in their hometown post-match.

Head of brand and sponsorship at Sky Bet, Leigh Peacock-Goodwin, said: “By offering this reactive real-time creative, we’re able to share those moments that really matter to our audiences, and position ourselves as a brand that understands what football is all about.”

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