888sports repositions UK brand with Take‘Em On’ campaign


Seeking to ‘reposition its brand’ to UK audiences, 888sports has announced the launch of its new advertising campaign ‘Take‘Em On’.

The ‘Take‘Em On’ campaign which has initially been launched on Sky UK channels, was developed by creative media agency Recipe London.

888sport marketing detailed that it wanted to move its brand away from simply promotion of customer offers and match odds,  with its campaign deepening viewer engagement and emotions.

Commenting to SBC on the launch of the ‘Take‘Em On’ campaign Sivan Finn, Marketing Director at 888  stated

“Our campaign research showed that our audience were longing for ways to express their suppressed competitive urges – something that modern society has made them feel less comfortable doing. And we discovered that sports betting is the perfect way to do that. So we decided to reposition sports betting as a sport in itself – moving our customers from being merely spectators, to being players in the heart of the action.”

“I believe that we found an insightful and unique consumer truth that positions us differently from the rest of the cluttered market.  We’re extremely proud of the new campaign and believe it’s an empowering, original approach, that will match up to our already brilliant offers and products.”

888sport – ‘Take ‘Em On’ Campaign

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