SkyBet, the UK media brand’s gaming offshoot, began to build buzz and excitement ahead of the 2022/23 football season by tapping into the hopes and dreams of football fans across the UK with the launch campaign promoting its ‘Start of Season Hub’ on its website and on its app.
The new hub offers supporters an opportunity to keep up with all the latest football news and views, take participate in conversations and debates about the big questions ahead of the new season and take part in polls and surveys.
Hosted by Sky presenter Jeff Stelling, the initiative is fronted by a team of presenters and pundits including former Ireland and Manchester United midfield general Roy Keane, former Manchester City defender Micah Richards, presenter Kelly Cates and Liverpool and Rangers player/manager legend Graeme Souness.
The team not only fronts the campaign, but also feature in 10 in-depth debates answering fan questions around the 2022/23 season such as which teams have bought the best players?, who has spent wisely?, which teams are too young or too old? And who will top the table?
Fans visiting the hub will able to see results from the flagship ‘Fan Hope Survey’ which, now in its third year, asks Premier League club supporters about their hopes and fears for the season. Findings will be updated through the season: enabling fans to keep abreast with the mood of fellow supporters and rival fans and see how their views tally with those of their friends.
Designed to whet viewers’ appetites and encourage supporters to join in the discussion on the Sky Bet New Season website and download the app, the advertising campaign promoting the Hub, which was created by agency Who Wot Why and helmed by Director Jim Gilchrist at Outsider, rolled out between 11 July and 7 August and is fronted by a set of TV ads featuring clips from the debates.
Supporting executions span out of home, paid social and through CRM and radio.
“All football fans have that genuine feeling of hope at the start of the season. It’s an emotion that unifies us all,” explained Sky Betting and Gaming Director Of Brand, Sponsorship And Creative Michael Afflick. “We want to build the excitement around the debate that’ll be happening up and down the country ahead of the season starting, so we created a content series that does just that.”
Who Wot Why Founder Ben Walker added: “This is a totally integrated campaign and it’s been really exciting to watch it come together. A full-on national debate which the public can take part in along with huge voices in the game is a great way to celebrate at a time when all fans are united in hope.”
The campaign was created for Sky Bet Director Of Brand, Sponsorship & Creative Michael Afflick, Senior Creative Manager Richard Duke, Head Of Marketing Strategy; Planning Andrew Mook, with Lead Creative Mark Forster, Lead Designer Jamie Webster, Typographer Jamie Webster, Senior Producer Holly Liddell and Brand Manager Bradley Lewis Hill by a team at agency Who Wot Why which included ECD Ben Walker, Art Director Alex Bingham, Copywriter Conrad Swanston, Client Partner Charles Faircloth, Account Director Amy Villis and Agency Producer Alex Coughlin.
The photographer was Nick Eagle, with Outsider Director Jim Gilchrist, Producer Tex Travis, DOP Will Bex, TenThree Editor Billy Mead, Company 3 Grade Jean-Clément Soret, while post production was handled by Ben Stonehouse and Jonathan Foskett of Coffee &Amp. TV and sound was run by Wave.
Comment:
The 2022/23 Premier League season kicks off early on 6 August – to accommodate the FIFA 2022 men’s World Cup – and will break between 14 November and Boxing Day and reach a climax on 28 May 2023.
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