Sportsbet’s integrated new ‘BS’ campaign – which is based round the idea that every year, when Spring Carnival comes around, suddenly everyone in Australia is a horse racing expert – spans multiple television commercials, plus online video, radio pieces, print ads and social content.
The bookmaker’s slightly counter intuitive ‘responsible betting’ campaign urges racegoers not to get too carried away with their ‘BS’ when talking racing tips, form or even fashion.
The online bookie’s creative is fronted by its ‘BS Brigade: an elite unit of BS experts dedicated to monitoring and promoting responsible levels of BS on and off track….by using the Sportsbet app.
Thus this branded BS brigade uses ‘Random BS Testing’ tech to analyse race tips (good and bad) in order to clamp down on celebrities overdoing the BS.
Mike Connors, the ‘BS Brigade Sergeant’ said: “Everyone needs a good level of BS to get through the carnival, we encourage that. We just know extreme BS can put yourself and others in danger.”
The campaign launched with an ‘Extended’ spot,
and also includes a ‘BS Test’ ad,
and a commercial called ‘Line Up’.
The television work was supported across the brand’s digital and social channels,
This Spring Carnival, make sure you BS Responsibly. pic.twitter.com/MakZJv1EUR
— Sportsbet.com.au (@sportsbetcomau) October 4, 2018
with content driving viewers to the bookie’s specific responsible drinking site.
We support responsible gambling, for more info follow this link https://t.co/DHhYXcpZPf
— Sportsbet.com.au (@sportsbetcomau) October 8, 2018
“Let’s be honest, BS levels go through the roof at Spring Carnival,” explained Sportsbet generak marketing manager Tim Hernadi.
“We’re happy to call that out and encourage punters to BS Responsibly by using the Sportsbet app.”
The initiative was created for Sportsbet head of marketing Tim Hernadi, head of brand and advertising Kathy Schokman and acting brand manager Jason Thatcher, plus campaign manager Felicity Smith and campaign executive Laura Murphy.
It was written and produced by the brand’s own internal creative team.and included Barney Howells (executive producer and director), Raman Goraya (creative director), Chris Chard, Ryan Goodman and Rich Hummerston (copywriters), Kate Merrin (producer), while post production as handled by The Butchery/The Refinery, the executive producer was Freya Maddock, the offline editor was Dan Lee, the online editor was Chris Betteridge, while sound production was by Stevo Williams and Pip Wright at Final Sound and the DoP was Matt Toll
Comment:
It’s not just Australian punters that get hyped up on betting BS for the Spring Carnival and the Melbourne Cup, but the country’s marketers go a bit crazy too.
As well as this Sportsbet initiative, we already seen campaigns from Beteasy (see case study) and the VRC’s ‘The World Can Wait’ campaign (see case study).
Links:
Sportsbet
https://helpcentre.sportsbet.com.au
https://www.youtube.com/user/sportsbetcomau
