CREATING THE BIG IDEA TO INCREASE BRAND AFFINITY IN SKY BINGO.

The Sky Bingo Moment

Sky Bingo is an online betting platform that provides people with a host of exciting opportunities through regular reward-led surprises.

The Brief

In a competitive market, we needed to increase brand affinity by bringing to life the everyday excitement that Sky Bingo offers in a TV, digital and social campaign that will last for 18 months. Sky Bingo is one of the most exciting bingo brands and the client wanted to boost the marketing activity and create a new look creative to coincide with the launch of the Prize Burst game.

The Strategy

Understanding the habits and behaviours of our audience gave us a clear lens of what a typical day might look like. We needed to bring to life the everyday situations people are in when they choose to play bingo. To engage the audience they needed to feel the excitement of winning, side by side with the routine of their everyday lives.

 

 

The BIG idea

The proposition ’Everyday Excitement’, directed us to remind viewers to take a moment and indulge in a little bit of bingo. Within a familiar homely setting we visualize the little win with a Prize Burst, a gigantic explosion of powder paint transforming their living room into a flourish of colour.  The visual purple powder burst, coupled with the cheeky voice-over of Rylan Clark-Neal made this campaign own-able for the brand.

Expertise

 Strategy

 Creative

 Live Action & Directing

 Pre & post production

 CGI

 Clearcast Management & Delivery

 Strategy

 Creative

 Live Action & Directing

 Pre & post production

 CGI

 Clearcast Management & Delivery

Channels and Deliverables

Deliverables

We completed two shoots for Sky Bingo with the creative vehicle of using relatable characters to the Sky Bingo players in no other place than their own front rooms.

Highlighting the ‘little wins’ in life was our priority with a mix of our famous CG purple burst that changed the scene to a completely purple CG world, including built shelves and accessories to replicate the real life set that was built. These adverts were delivered across TV, with 48+ delivered across social and digital channels.

Production breakdown

We started by looking at reference videos to see the details needed for a realistic explosion. To create the particles we used a mixture of X-Particles for c4d and Turbulence FD.

Once we were happy with the basic simulation we realised we would need quite a few different cannon explosions to cover the scene and different types to get the clumps of powder and the fine grains.
We then added particle spawns and collisions to the scene to really get the realism. We rendered using redshift and all in had over 20million particles to get the right look!

 

Behind the scenes

For this advert we had a bespoke set built of a lived in family home across a 3 day shoot where we were introduced to the Dillons family playing the Bingo app on their devices. The wins were reflected in our famous purple powder burst that was then added in post over our live action footage.

One of the biggest challenges we had was to keep on top of the continuity of each shot and ensuring the camera did not move on set. This was due to needing to keep this footage flexible for numerous updates throughout the year and ensure the powder effect would fall in the exact place within the room each time.

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