Sky Bet unveils ad campaign for AccaFreeze
Flutter Entertainment brand debuts first collaboration with Grey London through new campaign for latest product feature
Sky Bet has launched an advertising campaign centred around its new AccaFreeze product.
The campaign, ‘End the game your way’, will include TV and online advertising as the Flutter Entertainment-owned operator looks to drive engagement.
The AccaFreeze allows customers to lock in one winning selection in a five-plus-fold accumulator in-play, meaning regardless of the outcome of the match, the selected leg will pay out.
The campaign marks the first in Sky Bet’s partnership with its new creative agency Grey London.
Sky Bet selected Grey London as its creative lead in March to replace former agency Who Wot Why after a five-year relationship.
Grey London counts the likes of the United Nations, Volvo, Pringles and Carlsberg among its clients.
The 60-second-long TV spot features a young footballer getting the chance to come on to the pitch and score after months of training, hard work and acclimatisation to English football.
However, that chance ends abruptly as a fan freezes the action to ‘end the game’ their way.
Leigh Peacock-Goodwin, Sky Bet head of brand and sponsorship, said: “Sky Bet has long been the home of innovation in the gambling industry.
“We’ve all created an acca that’s let us down at the last hurdle, so we’re now giving fans the ability to take control and end the game their way.
“This is our first campaign with Grey, ahead of what’s going to be a stellar start to next year, and we couldn’t be happier with the direction we’re heading in,” she added.
David Wigglesworth, Grey London executive creative director, commented: “When we began our partnership with Sky Bet earlier this year we couldn’t have possibly hoped for a better relationship than the one we have built with the team.
“This project signals our first creative outing together and serves as a prelude to a transformative 2024 for the brand.”