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Mcgarrybowen Asks 'Are You In?' with New Sky Bet Spot

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Sky Sports presenters Jim White and Natalie Sawyer will be the faces of the campaign

Mcgarrybowen Asks 'Are You In?' with New Sky Bet Spot

Sky Bet have launched their first campaign with mcgarrybowen since appointing them in May of this year, and it will be the brand’s first integrated campaign since 2011.

As the betting arm of Sky Sports, Sky Bet’s mission is to take betting to the next level. They’re doing this in a way that only they can, by offering exclusive rewards, offers and access to Sky Sports experts and unparalleled sports experiences.

This marks a shift in strategy for Sky Bet. Instead of a focus solely on customer acquisition, Sky Bet will be investing to retain their large customer base and drive up revenues in this hugely competitive sector.

Throughout the season, iconic Sky Sports presenters Jim White and Natalie Sawyer will be the faces of the brand new home of Sky Bet – The Sky Bet Studio. The beating heart of Sky Bet, the Sky Bet Studio will be the place where Jim and Natalie bring punters the latest Sky Bet news, offers and products. Each ad ends with an invitation to get involved, asking ‘Are you in?’ 


The launch coincides with the start of the football season on 4th August and will include a revamped customer loyalty proposition called the ‘Sky Bet Club’ and a new initiative focused on Sky Bet’s sponsorship of the Football League; the ‘Sky Bet Transfer Fund’.

Sky Bet have worked with mcgarrybowen to deliver all aspects of the campaign across multiple media including TV, press, outdoor, radio, online, mobile and eCRM activity. Furthermore mcgarrybowen have created a new visual identity for Sky Bet that will deployed across all touchpoints from August.

Rob Painter, Marketing Director said: “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.”

Rick Hirst, CEO, mcgarrybowen said: “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.” 

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Client

Advertiser: Skybet

Production Company

Director: Peter Cattaneo

Producer: Juliette Harris

Production Company: Academy

Offline

Edit Company: The Quarry

Creative Agency

Creative Agency: mcgarrybowen

Executive Creative Director: Angus Macadam & Paul Jordan

Head of TV / Production: Jim Bletses

Planner: Kevin Chesters

TV Producer: Abbi Tarrant

Genres: People, Dialogue

Categories: Gambling, Sports and Leisure

dentsumcgarrybowen London, Mon, 04 Aug 2014 13:47:31 GMT