The second half of August saw the Australian sports betting brand Unibet roll out a new, multi-platform campaign which revolves around the idea that all sports have their own unique language that is both spoken and often only understood by true fans and punters.
Developed in harness with AnalogFolk Sydney, the campaign includes the tagline ‘It Pays to Speak Sport’.
The campaign is spearheaded by a 60-second
and 30-second launch spot
running across both TV & cinema and featuring horse racing jargon (including harnesses imagery, weather, luck and horse motifs) to illustrate the double meaning and betting clues behind some of these deliberately deceptively, yet simple terms.
The spots star Unibet ambassadors Brain Fletcher (an NRL legend and current commentator) and Mark Waugh (cricketer and commentator).
The hero commercial is supported by a number of shorter, sports-specific online content pieces which all focus on the specific languages and vocabulary from various sporting codes.
The online content also features Unibet ambassadors Shane ‘Hammer’ Heal (basketball) and Russell Barwick.
The campaign will run on a variety of media including free-to-air TV, cinema, Foxtel, digital, and social.
“A love of local and international sport and racing in all its forms is what unites our audience. And with that comes a sense of fan camaraderie and tribalism. Whilst of course every sport has its own language, as one of Australia’s leading online betting and sports platforms, Unibet speak them all,” explains Unibet head of marketing and operations Julian Timmins.
“This campaign shines a spotlight on the joy, pain and glory that comes as a result of following your favourite horses, players, and teams and that’s what Unibet is all about.”
Richard Morgan, ECD, AnalogFolk added: “Every sport has its own jargon; from racing, to AFL, NRL, basketball to UFC. To the uninitiated, it may sound like complete nonsense, but to those in the know, it’s anything but. Speaking sport and having a true understanding of the game can not only give you an edge when it comes to placing a bet, but first and foremost the language of sport is something that unites our heartland audience in so many different ways.”
The campaign was created for Unibet Head of Marketing & Operations Julian Timmins and Marketing Manager Pete Sutton by an AnalogFolk agency team that included Executive Creative Director Richard Morgan, Creatives Alec Janowski and Jimmy Zimmerman, Managing Director Matt Robinson, Agency Producer Emily Entwistle, Strategy Partner Ben Hourahine, Senior Strategist Chris Loukakis and Designer Robbie Carter.
The Production Company was Hooligan Collective with Director Dylan Harrison, Producer Ashley McLeod, DOP (TVC) Peter Eastgate, DOP (content) Jason White, Editor Mark Parry, Post-Production was by Vandal, the colourist was Daniel Pardy, with sound design by Nigel Crowley and media buying by Bohemia.
Comment:
This 2019 work followed on from Unibet’s 2018 campaigns ‘Wanna Bet’ (see case study) and ‘Calculated Man’ (see case study).
Links:
Unibet Australia
https://www.youtube.com/user/UnibetAustralia
https://www.facebook.com/UnibetAustralia
https://twitter.com/Unibetaustralia
AnalogFolk Sydney
Leave a comment
You must be logged in to post a comment.