Sky Bet Italia unveils debut TV ad campaign
Operator’s ads launched exclusively across Sky Italia TV channels and aim to showcase SkyBet.it’s “flawless online experience”
Sky Betting & Gaming’s (SB&G) Italy-facing arm is preparing to ramp up its above-the-line marketing activity with the launch of its debut TV advertising campaign.
The ‘Punta al meglio’ (Bet on better) creative concept was developed in partnership with international agency Grey United and aims to position Sky Bet Italia as the operator of choice for user experience in the Italian market.
Sky Bet Italia’s ads were unveiled exclusively on Sky Italia TV channels over the weekend as part of the operator’s strategy to utilise its close ties with the popular sports broadcaster.
Directed by Julie Gautier, who worked on the Beyoncé ‘Runnin’ music video, it features free dive world-champion Guillame Néry and will run until the end of the Serie A football season.
Emanuele Carotti, head of brand and marketing at Sky Bet Italia, told EGR Intel the advert aimed to showcase the operator’s “flawless online experience” to customers.
“The concept of fluidity, through underwater sport and casino motions positions Sky Bet, for the first time in the industry, as the leading brand for excellence and for what really matters to customers: a simple and easy to use experience.
“The ad campaign has been designed by a world-class creative team looking for excellence and innovation. The payoff is ‘Punta al meglio’ (Bet on better): a call to action for online players, but also the perfect way to portray the excellence synonymous with the Sky brand, and everybody who works on it.”
SkyBet.it made its debut in the Italian online gambling market two months ago with the launch of a new online sportsbook. This was quickly followed by an online casino last month.
In 2015, SB&G hired former managing director of Paddy Power Italia, Giovanna D’Esposito, to spearhead its new Sky Bet Italia business after opening new offices in Sheffield and Rome to aid the launch.