Australia’s fasted growing online bookie, PointsBet, aims to break into the lucrative US market led by a new marketing campaign starring Allen Iverson called ‘The Answer’.
The creative positions the NBA icon as a wise guru offering sage advice to American punters seeking answers to their bets.
The campaign sees the 11-time All-Star, league MVP and NBA Hall of Famer Iverson play the role of ‘The Answer’ in a series of commercials
The spots all open with a pair of PointsBet ideas employees coming up with ideas in their new New York office, but, unable to come up with the right big idea, they ask ‘The Answer’.
Iverson thus plays the role of PointsBet’s all-seeing and all-knowing betting guru.
Whatever the question, he has the answer.
A set of three commercials launch the campaign:
‘Pay ‘Em Out Early’,
‘Give ‘Em More’,
and ‘Money Back’.
These are supported by additional assets, strands and content pieces such as the ‘PointsBet $1M NBA Competition’,
running across radio and digital channels.
While further variations of the campaign play in either the US or the home Australian market.
The campaign, which was developed by Melbourne based independent Fenton Stephens and saw The Pound’s Dogboy direct, was filmed in New York.
“We were thrilled to get the opportunity to help establish the PointsBet brand in the United States. And what a way to do it, by shooting a campaign in New York with Allen ‘The Answer’ Iverson,” explained Fenton Stephens associate creative director Jess Wheeler.
“These briefs don’t come around every day, so we were determined to make the most of it and bring something fresh to a category that sorely needs it.”
Andrew Fahey, CMO and founder of PointsBet, added: “PointsBet is the only Australian owned bookmaker to gain a license to operate in both Australia and the US, so it’s a very exciting time. If you want more US betting markets than any book maker in the world, especially the NBA, we’re the answer. So teaming up with Allen was the perfect match. We can’t wait to get this campaign out into the world.”
The campaign was created for PointsBet CMO Andrew Fahey and marketing manager Yuta Kobayashi by a Fenton Stephens team that included creative director Alex Fenton, associate creative director and writer Jess Wheeler, senior art director Guillermo Carvajal, director of planning Simon Antonis, client services director Amy Stephens, group account director Clinton Mellsop, senior account manager Lucy Ranger and agency producer Lisa Ramsey.
Comment:
Is this campaign going to be the answer to PointBet’s objective of firmly establishing itself in the US market?
We will have to wait and see how the dice fall!
After it successfully established itself as an industry leading brand in its Australian home market, this latest wave of work follows in the footsteps of a campaign launched earlier in the year and continues its ‘There’s A New Player In Town’ – which came with a lead spot
and a set of explanatory videos.
Links:
PointsBet
https://twitter.com/PointsBet_AU
https://www.instagram.com/explore/tags/pointsbe
https://www.instagram.com/Pointsbet/
https://www.facebook.com/PointsBetUS/
https://www.youtube.com/channel/UCEzrp6YT3gEM3JulXF7njTw/featured
https://www.linkedin.com/company/pointsbet
Fenton Stephens
