WCRS repositioned Sky Bet to capture ‘the excitement of uncertainty’. The insight was that it is the very uncertainty of betting that makes it so exciting. Our latest integrated campaign launched in September and continues with the ‘What if…?’ device first introduced in the TV advertising in 2011. As a result of the first campaign Sky Bet’s registration rate doubled and the ad’s popularity was clear from the number of tweets posted each time it was on air. The new campaign is achieving a great response, especially among football fans.