SBG is to relaunch Sky Bingo under a distinct and differentiated new branding campaign
[dropcap]L[/dropcap]eeds based Sky Betting and Gaming announces the relaunch of the Sky Bingo brand following six months of extensive research and development. The relaunch 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 consumer 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 percent over the last financial year.
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 driver for most of our players.
The new campaign made its UK TV debut 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 driver for most of our players. We love bingo as much as our players and we ‘get’ that feeling – and why they do it, is why we do it. 93 percent 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.”
The creatives feature a variety of content for above the line advertising, social media content marketing and retargeting. 6s video will be deployed to attract consumers with a slightly longer ‘hook’ video of 15s making way to a full 30s engagement piece to drive play.