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‘What if?’ campaign adopts darker, dramatic feel

by on September 17, 2012 in Gamification, PR

Online betting firm Sky Bet launched a compelling, new television advert on Friday, September 14th. The advert is the second iteration of Sky Bet’s hugely successful ‘What if?’ marketing campaign, which has been the key driver in Sky Bet become the fasting growing company in the online betting and gaming sector.

Developed by London-based creative agency WCRS and directed by Jim Weedon of Bare Films, the startling advert builds on the ‘What if?’ concept that has become synonymous with Sky Bet and includes the strap line ‘Nothing’s certain. That’s why it’s exciting.” The advert will premiere on Sky Sports 1 during the Barclays Premier League Preview on Friday 14th at 19:13.

In a departure from traditional bookmaker campaigns, Sky Bet’s advert does not focus on odds, bet placement or winnings. Instead, it employs striking imagery to reference key themes of the football season and illustrate the questions a football bettor poses when considering a bet.

Ted Moss, Sky Betting and Gaming’s Marketing Director, said: “The ad brilliantly encapsulates everything that’s exciting about football and betting on it. Every season, managers are sacked, old scores are settled and last gasp goals can make or break a club’s season.”

The high production values and cinematic quality of the advert make it unmistakeably Sky. Intense lighting, time slice and unexpected camera angles are used to heighten drama, amplified further by an intense soundtrack.

Sky Bet will run a mix of brand and direct response adverts across sporting channels, including spots before major football fixtures throughout September and October. The campaign will be integrated across online and mobile platforms, encompassing direct response, re-targeting and brand creative, which include homepage takeovers, super banners, backgrounds and rich media on sporting websites, Yahoo, Facebook and YouTube.



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