Sky Betting and Gaming (SB&G) has announced the relaunch of its Sky Bingo brand following six months of research and development. The relaunch will be supported by the product’s largest multi-channel campaign investment, and headlined by the new strap line of ‘Expect Excitement’.
The new ‘One to Go Moment’ campaign made its UK TV debut on Friday 7 October, and builds on the feelings fuelled by the anticipation of only needing one number to be called. This is wrapped within a story about that single number you need for the win, the ‘Lucky Number 7’.
SB&G believes that investment into the new multi-channel campaign will help the 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.
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% 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.”
In partnership with Leicester-based agency BigDog, the SB&G team spent 22 weeks exploring customer motivations in order to deliver insights to inform a differentiated brand for Sky Bingo. The rebrand will enable Sky Bingo to operate with a single-minded focus for its players, who will see a new visual look, and experience the new product developments and exclusive game launches.