Sky Bet sought to celebrate the emotional highs and lows of real-life football fans, with a campaign to show they truly understand passion for the game. Across both large and small format sites in London, Birmingham, Manchester, Edinburgh and Glasgow, Sky bet proved their appreciation for the modern fan experience. 

Objectives

• Drive spontaneous awareness
• Drive prompted awareness
• Improve favourability  

outcomes

• +10% in prompted awareness, nearing saturation levels
• Top of mind awareness increased by 4%
• A positive shift in brand familiarity with a 13% increase, rising above benchmark
• +6% in brand preference, surpassing benchmark 
• 3 in 5 felt the brand could only have been for Sky Bet, showing the campaigns success in communicating the brand 
• Media reach of 437k

Audience perspectives

• “It shows they’re in touch with the fans” Male, 55
• They’re great images from the fans” Female, 48
• The campaign seems to really understand football fans” Female, 42