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Sky Bet was the first brand in the world to introduce 3D advertising at Wembley Stadium.
The creative reflected match results in real-time, changing the logo and colors of the winning team as soon as they blew the final whistle. This provided a unique backdrop for the celebrations by the fans as they poured out of the stadium.
The Sky Bet Out of Home Campaign culminated at Wembley Stadium. It followed fans on their journey towards the final and created a comprehensive matchday experience.
The creatives welcomed and greeted the fans at the key underground and train stations in London, starting from their hometowns. The creatives also placed roadside ads along the routes of fans driving to Wembley and at service stations where coach trips to clubs were likely to stop.
The winning team’s fans also enjoyed the celebratory creatives which appeared in their hometown after the match.
The heart of the action is the hero site in Wembley Boxpark. Thousands of fans will pass through it before and after the games.
The creative was based on the pre-game energy, and allowed fans of both teams tap into that matchday excitement once the match ended, in order to increase the euphoria, and give them a great send off.
This campaign marks ten years since Sky Bet became an EFL sponsor and is the first time it has been activated in 3D. Sky Bet’s media agency, EssenceMediacom booked the high-impact media campaign. EssenceMediacom was instrumental in bringing this campaign to fans. It used its expertise to identify the best sites along the fan journey and worked closely with the production to ensure testing and content capture.
Leigh Peacock Goodwin, Head Brand and Sponsorship, Sky Bet said of the campaign: “This highly-impactful creative is an exciting landmark in our ten years of sponsorship of the EFL. We are proud to introduce a 3D OOH to Boxpark, and to add the finishing touch to what has already been an amazing matchday experience for fans. We’re able, by offering this reactive, real-time creative to our audiences, to share the moments that matter most to them and position ourselves as brand who understands football.”
Hannah Cooper is OOH Director at EssenceMediacom. She commented, “Getting Sky Bet into the middle of the action and Boxpark was the perfect place to reveal the eye-catching, 3D creative that ties the OOH campaign all together.” Sky Bet, the first brand at this site to use 3D, is reinventing the match-day experience. We are thrilled to be able to drive these breakthroughs on behalf of our clients.
Mike Smith said: “In a campaign that has been a series of firsts, OPEN Media is delighted to have collaborated with Sky Bet in celebrating the 10 year anniversary of the partnership between Sky Bet, and the EFL. The campaign is OPEN Media’s very first 3D Perspective campaign, and it was activated at our Wembley Boxpark. It further exemplifies the shared commitment of OPEN Media to deliver media innovation while strengthening its association with major sporting events and cultural moment.
