Sky Bingo – All fun, no fuss.

Sky Bingo is a bit of a sleeper product in the Sky Betting & Gaming arsenal. There is a feeling within the business that the product and customers experience is really great, but not enough people know about it. It also doesn’t necessarily get the budgets or backing that others do, including big competitors like Tombola, Foxy and Gala.

The challenge given to us was to find a way to make Sky Bingo stand out from that competition, developing a creative platform that would sustain the brand for a number of years.

The insight we were given is that people actually use online bingo as a way of chilling out, it’s a downtime activity as opposed to something where they want excitement and thrills. They want it to be easy and accessible.

Our answer was a platform called ‘Simply Bingo’ which is all based around making the bingo experience super simple in an entertaining way to deliver the honest fun our players are looking for when they find a relaxing moment to themselves.

Downtime = Fun + Simplicity

Our equation

With the platform established our next challenge was to build the launch campaign, which included a welcome offer as the main message.

Our idea was ‘All fun, no fuss.’ that would be executed by dismantling the fake hype and category tropes in fun ways to show Sky Bingo as the calmer, more authentic bingo and slots experience. This would allow us to poke fun at competitors and the category and hopefully allow the brand to stand out from what everyone else is doing. We used the following image to sell in the concept.

With everyone aligned we set about building a campaign that encompassed a 30 VOD, 15, 10 and 6 second edits for Youtube, FB etc, D-OOH, digital banners and radio/audio streaming placements.

As well as this we also commissioned a bespoke brand track that could then be edited for each duration as well as a sonic logo and sting. We wanted to have something would become a signature audio motif for the brand.

We shot everything over 3 days, creating a huge bank of assets for the brand to pull from over the coming years to give the campaign real longevity as the hope is that this platform will sustain Sky Bingo for around 5 years.

Here’s the 30 sec edit…

Here’s the 15…

And one of the 6s…

As well as all the video pieces we shot individual stills with our cast so that we would have an image suite that we could pull from for future campaigns. Below are some of the shots as well as some of the finished OOH executions.

As my first foray into the world of Sky Betting & Gaming this was a really big project to be involved in. But, it was really interesting and exciting to be involved from the very early strategy sessions and be a part of developing the platform initially and carrying that all the way through to the final campaign output.