666Bet drives brand differentiation and growth with TV

A live action campaign that uses humour and celebrity to disrupt the category and drive brand awareness at speed.

Challenge

666Bet wanted to launch their new sports betting & online casino brand into an already cluttered category, where many of the brands were fighting for share of voice, with little to no differentiation.

Insight

We knew the category and the audience well, but we were also very aware of players’ behaviour. They’re an audience notoriously lacking in brand loyalty and are used to being driven by offers.

Creative Strategy

Too many brands relied on CGI casino creative. For 666Bet to standout we needed to land a campaign that would disrupt the category noise, drive brand awareness and attract the most profitable players.

So we developed a series of response ads with a running gag of 666Bet’s insistence that celebs including Harry (silent H) Redknapp take on increasingly ludicrous tasks to help launch the brand.

Results

In a light-hearted and cheeky way, the ads’ irreverent humour showed off the brand’s personality giving 666Bet instant brand recognition in the category, while delivering record breaking results:

• 666Bet had an immediate influx of customers, giving the business confidence to commit a further £8m media spend to the campaign
• The campaign drove players to 666Bet at such speed that from a standing start the net gaming revenue broke seven figures in 6 months
• Over 18 months, the campaign secured over 360,000 deposited players – the most highly prized segment of customer!
• Player CPA came in at an incredible £6.66 (spooky), earning outstanding feedback from the 666Bet Team

The campaign was such a success we went on to develop a whole range of creative; from promoting the mobile app and horse racing, to live odds and sponsorship bumpers, with yet more familiar faces.