888Sport Wins Marketing Campaign of the Year at the GIA Awards

Recipe is delighted that our client, 888, one of the world’s most popular online gaming companies, has won Marketing Campaign of the Year for 888Sport at the annual Gaming Intelligence Awards 2017 (GIA). 

Beating off strong competition, 888 was awarded the prestigious accolade for its 888Sport campaign. Designed to take advantage of a range of different sporting fixtures and tournaments last summer, 888Sport, with Recipe Advertising, launched a new TV campaign under the tag line “Take ‘em on!”, which presented a new innovative strategy that clearly differentiated the brand from its competitors. The campaign also saw 888Sport take over London’s taxis and UK Daily papers with its original “treble the odds” odds offer.

The Gaming Intelligence Awards recognises industry excellence and celebrates the very best operators and suppliers. Judging for the categories was thorough and led by a panel of industry experts who thoroughly read in-depth submissions, conducted face to face interviews and used independent research.

Having recently sponsored four Championship Football clubs, 888Sport is continuously looking at new ways to expose the brand and is excited about what is to come in 2017.

Itai Pazner, Head of B2C at 888, said: “888Sport is a rapidly growing brand, increasingly recognised by customers for a first class betting product, with great features and fantastic odds. Therefore it’s important that our approach to marketing the brand both above and below the line is reflective of our disruptive and customer centric offer. We are delighted that we have won this fantastic award, which is testament to the hard work of all 888Sport employees.”

In a summary of the campaign, the GIA said: “The 888Sport brand was everywhere in 2016. London taxis were emblazoned with the home nations’ colours and 888’s innovative Treble The Odds offer was plastered alongside and on inside screens as Euro 2016 kicked off. The company later launched a new TV campaign with its ‘Take ‘Em On!’ ads delivering a quite different message to the in-vogue live-odds ads cluttering our screens.

And its marketing campaign delivered immediate results. With sportsbook revenue growing 64% in the most recently available financial results, 888Sport has overtaken the company’s bingo product for the first time.”

Recipe was appointed by 888Sport in 2016 and created the global ‘Take ‘Em On’ TV campaign. The campaign encourages audiences to feel they’re not betting against the bookmakers, but against superstar athletes themselves. The 60 second ‘Take ‘Em On!’ campaign creates a surreal, post-apocalyptic black and orange world of 888Sport. Shot in an abandoned Soviet pre-war bus shelter, the ad features a Bettor coming face to face with an army of athletes. Using his skill, knowledge and competitive spirit, he decides to take them all on.