Recipe

London

Take 'Em On

The Challenge

The world of sports betting is incredibly competitive and intensely cluttered. The few operators that stand out do so via short-term promotions and innovative product developments, which are quickly replicated by the rest of the pack.

Competitive advantage amongst bookmakers is rarely, if ever sustainable. 888sport knew that to stand out they had to stand for something more than just great offers. They needed an emotionally led brand positioning.


Our Spark

Being the only operator with 'sport' (rather than 'bet') in the name gave us license to move the conversation towards an emotional passion point - sport. Our research also showed that the stability of modern society no longer allowed men to test their competitive instincts – an unresolved tension we could solve. Betting on sport at 888 became a great way to unleash suppressed competitive nature – repositioning betting as ‘playing the sport behind the sport’.


Our Approach

Our creative campaign ‘Take ‘Em On’ specifically dialled up this joy of competition in betting – turning bettors into players. Via an integrated campaign that lived on TV, VOD, Social Media and Press, we invited and enabled our audience to rediscover the joy in the competition; to take on the bookies, their mates, the players and of course themselves.


Results

Since the campaign launched in the UK 888sport has seen:

• A 63% increase in revenue

• An increase in pre tax profits by 49%

• For this campaign, 888 won the Gambling Industry ‘Marketing Campaign of the Year’ Award


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Take 'Em On

The world of sports betting is incredibly competitive and intensely cluttered. The few operators that stand out do so via short-term promotions and innovative product developments, which are quickly replicated by the rest of the pack.

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Recipe

020 7268 6440 ed@reci.pe