A new Ontario Lottery and Gaming Corporation (OLG) digital campaign on behalf of Ontario Racing and developed by agency Juniper Park\TBWA aimed to help Canadian racing fans reconnect with the sport online.
As with so many sports, the start of the horse racing season in Ontario was delayed due to the Covid-19 pandemic and now the province cautiously reopens and racing resumes without fans at the track, the gaming body promotes viewing the action via a livestream tbrough an integrated campaign called ‘Watch & Wager’.
The OLG’s digital-first Ontario Racing campaign seeks to encourage racing fans to reconnect with the sport they love through new online and mobile destinations and the objective was to communicate not only that live racing has now resumed, but also that an active racing industry being part of Ontario’s overall economic recovery.
The campaign highlights race streaming on Woodbine Entertainment Group’s HPIBET website or its newly launched Dark Horse mobile app – via which punters can also place bets.
This offering also marks the very first time in Ontario’s history that the horse racing season would be viewed by fans virtually.
This campaign sought to move fast to leverage the advantage gained by the racing industry as it was one of the first sports in Canada to restart and thus could fill a void left for fans missing all live sports.
Developed by Toronto creative agency Juniper Park\TBWA (with a new website was designed by Le Parc Design), the multi-channel campaign introduced to HPIBET and Dark Horse with simple instructions on how to access each platform.
The campaign spanned a set of no-nonsense six-second pre-roll spots and 15-second digital audio on Spotify, as well as digital display and social posts which aimed to drive viewers with an interest in betting to the recently redesigned Ontario Racing website.
OLG – Thoroughbred from Juniper Park\TBWA on Vimeo.
OLG – Standardbred from Juniper Park\TBWA on Vimeo.
Comment:
This campaign offers a further example of how property owners and agencies are combining to pivot their engagement strategies to meet the pandemic’s challenges.
Links:
Ontario Lottery and Gaming Corporation
Ontario Racing
Juniper Park\TBWA
https://www.juniperparktbwa.com/
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