‘Funny’ Ads Make the Cut for EGR’s Marketing Campaign Shortlist
September 27, 2018
The EGR Operator Awards 2018 has released its shortlist for different awards, including the Best Marketing Campaign. There are 10 nominees for this category; among them are three brands that took a shot at humor to appeal to their target market.
According to the EGR Operator Awards criteria, the winner in this category should have the most innovative and creative marketing campaign over the past year. Judges will also look into the company’s growth in customer acquisition with the use of the campaign.
All finalists for the Marketing Campaign category have put their own spin on making a campaign that will attract audiences and engage customers. But Lottoland, Bethard Group, and bwin set themselves apart from the rest of the nominees by adding elements of humor to their ads.
Lottoland: Fingers in Pies
The Gibraltar-based lotto-betting brand, Lottoland, launched a multi-media campaign last January to promote the brand’s lottery deals and offers. The concept of the ad revolves around the phrase “have fingers in many pies” which means “be involved in multiple things.”
With a touch of humor, the video informs Lottoland’s consumers that with the site, bettors can place wagers on up to 30 lotteries from around the world much like having one’s fingers in many pies. Lottoland’s marketing team thinks that this idea is the best way to promote the site’s promotions.
Dan Sherratt, Lottoland’s UK head of marketing, said:
“The gaming arena is highly competitive, and we needed a creative idea that stands out. The team at Nonsense delivered, and the film clearly puts the message across, with humor.”
The film and content of “Pies” were made by a creative agency called Nonsense. The campaign was featured on TV, social media, and radio over the course of three months.
Bethard Group: The Zlatan Challenge
Swedish betting operator Bethard has partnered with the retired international football star Zlatan Ibrahimovic to make him the face of their 2018 World Cup marketing campaign. The Zlatan Challenge video shows that Bethard offers bettors an opportunity to go against Zlatan, in terms of sports betting.
Zlatan makes a list of predictions for the FIFA tournament. Bettors can challenge Zlatan’s projections on which team will win and who will score the most goals. If the punters’ guesses are right, they win €10,000 in cash and Rolex watches.
Among other betting sites that offered him partnerships, Zlatan chose Bethard. He claimed that the company connected with him more as he said:
“Naturally many betting companies have approached me during my career, but up until now, nothing has caught my eye. With Bethard it’s different. It’s a company with Swedish roots, the founders come from my hometown, and the top level executive team really wants to do things differently.”
Zlatan is not only the face of Bethard’s campaign but also a new major owner of the company.
bwin (GVC Holdings): Who Stole the Cup?
Last May, bwin launched a Hollywood-style heist campaign to promote its sports betting site in time for the World Cup. The video starred football legends Diego Maradona of Argentina, Stefan Effenberg of Germany, Cafu of Brazil, and Vicente Del Bosque of Spain.
In the video, they are portrayed as high-profile criminals plotting on stealing the Cup. The movie-like ad ends with a cliffhanger that leaves it up to the viewers to guess who stole the Cup in the same way bettors wager on which team they think would win the FIFA World Cup tournament.
bwin’s campaigns go hand-in-hand with their tagline, LIVE THE ACTION. “Who Stole the Cup?” is a follow-up to the 2017 campaign, “The Race.” The videos aimed at giving the audience a sense of anticipation, curiosity, and excitement.
Adam Lewis, GVC’s Chief Marketing Officer, said:
“Being smart, creative and bold is in GVC’s DNA and again our teams have delivered with this blockbuster World Cup campaign, it will entertain and engage our players and audiences globally, plus reinforce bwin’s position as Europe’s leading and most innovative sportsbook. To be the best you need to work with the best and the talent we involved in this campaign is legendary, we are not here for second place!”
The “Who Stole the Cup?” campaign was featured online and across TV channels in Germany, Greece, and Italy, among others. By the end of the campaign, it was revealed that Maradona was the one who stole the Cup.
These three are only some of the campaigns who are nominated for this year’s EGR Awards under Marketing Campaign category. Other nominees include BGO: 50 Fair Spins, tombola: I’m a Celebrity, Get Me Out of Here!, Ninja Casino (Global Gaming): Ninja Casino, William Hill: Scratch of the Day, Paddy Power Betfair: Enough of the Nonsense, BetVictor: Make Your Best Bet, and Sky Betting and Gaming: Nothing Should Get In The Way Of Your Enjoyment Of Sport.
Results of the EGR Marketing Campaign contest and winners in the other categories will be unveiled on October 25 at the Grosvenor House Hotel in London.