Sky Vegas is set to redefine the landscape of online casino advertising with the launch of its groundbreaking campaign and ATL brand platform, titled ‘Finding play in the everyday.’ Departing from the conventional tropes of the online casino category, this initiative seeks to establish an authentic connection by celebrating the essence of play in ordinary moments, steering clear of overly optimistic cliches.
The campaign, spearheaded by the independent production company ‘studiowww’ from Who Wot Why, is a response to industry-defining research conducted by Sky Vegas. The groundbreaking findings revealed that consumers, in their day-to-day lives, anticipate playing more during unremarkable moments, emphasizing the desire for excitement rather than just the prospect of significant wins.
The core message of the campaign, captured in the platform’s tagline, “Play. It’s why we’re here,” is a testament to Sky Vegas’ commitment to providing an entertaining experience beyond the traditional focus on winning. The platform features unique 60” and 30” films, set to air on TV and, notably, the 60” version will hit cinemas from January 26th. This marks a call to arms for individuals to embrace play in the ordinary, mundane moments of life.
In a departure from the industry norm, the films portray ordinary people experiencing both winning and losing in the seemingly unimportant daily moments. The scenes, captured in slow motion, include a leap over a puddle, a dramatic switch of a supermarket queue, and a widescreen biscuit dunk. Each small moment is magnified, turning the mundane into something cinematic.
What sets this campaign apart is its departure from the traditional hype-led advertising in the online casino category. Rather than featuring the typical neon sets, white male frontmen, and promises of grand wins, Sky Vegas opts for a more realistic, honest, and transparent approach. The aim is to connect with customers on a genuine level, reflecting the brand’s understanding of the true online casino experience.
Jonathan Lloyd, Head of Gaming, Brand, and Propositions at Sky Vegas, expressed excitement about the campaign, emphasizing the brand’s focus on delivering quality entertainment in the small moments of the day. He highlighted the research findings that indicated a lack of understanding from brands in the category, leading to a distrust that the new campaign aims to address.
Sean Thompson, Executive Creative Director and Co-founder at Who Wot Why, emphasized the importance of embracing the reality of winning and losing in life’s small games. The campaign positions itself as fundamentally important and responsible, acknowledging that these moments are an integral part of life.
In conclusion, ‘Finding play in the everyday’ stands as a bold and innovative approach by Sky Vegas to redefine the narrative in the online casino category. By acknowledging the authentic experience of play, including winning and losing in everyday moments, the campaign aims to create a connection with consumers that goes beyond the allure of big wins, making it a true game-changer in the industry.