Skybet

The Brief: When we originally helped to launch "BetTV" (later bought by Sky) in the late 1990s, who could have envisaged how quickly the TV and online betting industry would transform into the country-wide phenomenon it is today? In such a fast-moving sector, maintaining consumer interest has always been the key to success.

The Approach:
An integrated approach involving press and tv text ads, mailers and letters - supported by printed literature including a welcome pack and rule book - introduced the concept of betting from the comfort of your armchair: particularly effective for women reluctant to enter the domain of the male-oriented betting shop.

As the market has matured - even incorporating an interactive casino, SkybetVegas.com - so has the offering, and the marketing messages have likewise evolved.

The Result:
With the undoubted help of a raft of marketing materials and collateral literature, Skybet has stayed one step ahead of the sector and its competitors, maintaining the excitement of the concept and growing its customer base - and effectively maximising all opportunities offered by deregulation of the betting industry.