Sky Vegas’ latest national campaign looks bridge the gap between Sky’s heritage in entertainment and gaming.
Sky Vegas is marking the launch of its new brand platform – Primetime Play – with a national campaign.
The platform and the ad look to reconnect the casino brand with Sky’s heritage in TV and entertainment.
The ad, developed with Dentsu Creative, features British actor Kaya Scodelario as the presenter of Primetime Play, building on Sky Vega’s ‘big entertainment in small moments’ proposition.
The campaign will span across TV, video-on-demand (VOD), digital audio, social, radio, digital, CRM, digital display and out-of-home (OOG).
As part of its major OOH campaign, Sky Vegas will takeover Waterloo Gallery in London for two weeks, alongside 16 other sites, digital out-of-home (DOOH), 2D and 3D creatives.
In the ad, Scodelario walks past a few fun visual representations of the games the casino offers, with clean, slick animations of the products.
Claire Hamilton, head of brand & content at Sky Gaming, said: “Primetime Play marks an exciting new chapter for Sky Vegas, bringing together the very best of Sky’s entertainment heritage with the moments in which our customers choose to play. We’ve created a distinctive long-term platform that gives Sky Vegas a new way to show up in culture and connect with customers.”
“Primetime is the standard we want to set for the experience we deliver, raising the bar across every part of the customer journey and reinforcing our position as the UK’s No.1 Online Casino. This launch is just the beginning, with Primetime Play set to shape how we build the brand across communications, product and proposition well into the future.”
Olly Wood, executive creative director, Dentsu Creative UK, added: “Sky has entertainment in its DNA and for Sky Vegas, there was a brilliant opportunity to take that epic scale, spectacle and showmanship and have some fun with it. Primetime Play is a big juicy creative platform that can stretch across comms, product and customer experience, while shaping how Sky Vegas looks, feels and behaves.
“The launch is big, cinematic and just the right side of ridiculous, with Kaya coolly holding court as volcanoes erupt and a cheeky giant kraken emerges from the deep. And we’ve only just begun, there’s plenty more to play for. This platform has the strength to keep getting bigger, stranger and more entertaining for years to come.”
Leaders take
This is a refreshing ad. It has clean but exciting imagery, and illustrates the features of the new platform while coaxing users in to try it. Kaya Scodelario is a great choice for the ad, too. Scodelario is the star of Netflix’s The Gentleman, which just launched its second series, and previously starred in Skins, Maze Runner, and Pirates of the Caribbean.
In the past week, we’ve covered igaming and gambling campaigns that have a unfortunately objectified women – such as Novig’s Just Sports ad featuring Sydeny Sweeney – but this is far from that, thankfully. Scodelario’s talent as a presenter, and her name recognition instead brings a refreshing voice for this chic ad.
