Leeds based Sky Betting & Gaming (SB&G) today announces the relaunch of the Sky
Bingo brand following six months of extensive research and development.
will be supported by the largest multi-channel campaign investment that the business
has ever put behind this product.
In partnership with Leicester based agency BigDog, the team spent 22 weeks exploring
customer motivations in order to deliver insights to inform a distinct and differentiated
territory for Sky Bingo.
As well as being deep rooted in player insight, the personality of
the brand shares much of the same passion, exhilaration and entertainment of Sky, with
a new strapline ‘Expect Excitement’.
The rebrand will enable Sky Bingo to have a single-minded focus for its players, delivering
what is important to them.
Players will see the new visual look on their website, bringing
the brand to life. They will also experience the rush of the game with new product
developments and exclusive game launches. Sky Bingo will continue to develop its
offering in this manner as we are as passionate about Bingo as our players.
The culmination of this work is the delivery of the new multi-channel campaign, which
emanates the new brand positioning and is deeply rooted to the customer insight
gained. SB&G believes this investment will help the continued over performance of the
brand and secure further market share gains, continuing a success story that has
already seen net revenues up 24% over the last financial year.
The new campaign made its UK TV début on Friday and builds on the feelings fuelling the
anticipation of only one number left to be called.
This is wrapped within a story about
that single number you need for the win, ‘Lucky Number 7’
James Boord, Head of Bingo Marketing, said “We know the sense of community and
friendliness are an important element of the bingo experience but our research has
shown that entertainment and adrenaline are the core drivers for most of our players.
We love bingo as much as our players and we ‘get’ that one to go feeling - and is
ultimately why we do it. 93% of our target audience will see the creative in the first week
of the campaign, so we’re looking forward to sharing the new Sky Bingo brand experience
with millions of online bingo players.”