Sportsbet puts its foolproof iPhone app to the test in major integrated campaign via Emotive
Online bookmaker Sportsbet has scoured the globe to find a compelling collection of famous fools, assembling them to promote its new, ‘Foolproof’ iPhone app in a campaign created by Sportsbet’s internal creative team in collaboration with Emotive.
Endorsing the incredibly easy to use app is former NRL whiz kid Todd Carney and leading flat earth theorist, Mark Sargent, amongst other notable brainiacs.
With its enhanced design, improved navigation and added shortcuts, Sportsbet’s Foolproof iPhone app is now so easy to use, even someone who ate a curry before a 16-hour flight could get their heads around it.
Brought to life with the help of FINCH, the campaign leads with a suite of video assets, including a long-form social film, 30” and 15” second TV spots and 6” second digital shorts.
Working alongside the film is a series of radio executions, which further elevate the platform by playing on the gullibility of listeners mistaking cosmetic height surgery and mail order oysters for real businesses.
Contextual OOH in airports, gyms and roadside locations across the country also support the campaign.
Says Tim Hernadi, general manager of marketing, Sportsbet: “This campaign has been developed with the Sportsbet audience clearly in mind. Designed to bring a smile to peoples’ faces by taking the mickey in an endearing way, it simply highlights how Sportsbet’s new iPhone app is so easy to use, it’s foolproof.”
Says Ben Clare, group creative director, Emotive: “You’ll never be everything to everyone. And that’s what makes it so liberating to work on Sportsbet. The confidence they have in their own brand DNA, and a willingness to take risks in a world that seems so averse to them right now, allowed us to create something timely and true to the brand’s voice. And have a lot fun doing it.”
Client/Production: Sportsbet Australia
CMO: Mark Migliorini
GM Marketing: Tim Hernadi
Head of Brand & Advertising: Kathy Schokman
Brand Manager: Jason Thatcher
Campaign Manager: Olivia Ferrary
Head of Partnerships & Content: Ben Hawes
Creative Director: Raman Goraya
Head of Content Production: Barney Howells
Retail & Digital Video Manager: Toby Barrett.
Art Design Lead: Dean Barbaro
Creative Agency: Emotive
Group Creative Director: Ben Clare
Group Creative Director: Zane Pearson
Creative Director: Michael Dawson
Chief Strategy Officer: Tyler Wilson
Business Director: Marshall Campbell
Production Company: Finch Company
Executive Producer: Corey Esse
Director: Sam Hibbard
Producer: Kate Merrin
Post Production: ARC Edit
Editor: Dan Lee
Sound: Final Sound
Producer: Pip Wright
Sound Engineer: Stevo Williams
29 Comments
Likey. 15s are great.
can we stop PRing this work please.
we all have to eat I get it, but the work is bad and it’s gambling.
This comes across as selling gambling to fools. Dreadful premise on every single level. You should be ashamed of yourselves. Unless, of course, you want news coverage at any cost……
Best.
First good campaign I’ve seen on here in ages. What is wrong with you all?
very funny stuff.
whilst this has nothing on the great work they did with BMF featuring Ben Johnson, we should all be applauding Sportsbet for pushing the envelope in an increasingly conservative world
Think you’ve missed the point mate, it’s saying the new app is easier to use, not gambling. I get what you’re saying but there’s an important difference. Anyway, off your high horse, this is funny stuff.
i think you missed the point. The ad is for Sportsbet.
The app is easier to use for gamblers, who appear from the casting and performances to be fools……. If I’m not very much mistaken the ad is for a gambling company so the difference you mention lacks importance. To top it off it is cringeworthy rather than funny. Ah well, a fool and his money are soon parted and that is what the parasitic gambling franchises want.
The radio is pretty damn funny. I nearly fell for the height surgeon the other day.
@poorly considered is right. Your premise is our app is so easy even dumb people can use it, like you, the mug punter. You are blatantly calling your audience dumb. Is that smart?
And please can people from the agency come up with better comments than ‘likey’ and ‘i like’ – it’s as transparent as a compliment from your boss right before he asks you to work late.
It’s gambling. Which is legal. Move on.
In terms of a fun approach that I think would resonate with the target, I think this is great. It’s as much direct response as it is a broader branding campaign. Nice.
This will work well for people who like gambling. Carney is a bloody masterstroke.
Haters gonna hate. No matter what its about. Well done Emotive – going great guns!
I love this and I don’t gamble you twats. It’s very funny.
Smoking is legal. Single use plastic is legal. Hunting is legal… Scores of things that are environmentally, morally or culturally detrimental are legal! Absolutely does not mean we should be celebrating them through PR with a tawdry money grabbing campaign designed to draw money from the pockets of punters though… Longing for the day that advertising gambling goes the way of advertising cigarettes. It’s morally repugnant to advertise an industry that’s designed to take advantage of customers.
Carney one made me lol
I think these are darn funny. Insight is brilliantly appropriate. Best since Ben Johnson.
“Longing for the day that advertising gambling goes the way of advertising cigarettes.”
Did you mean “Longing for the day that advertising gambling becomes a covert operation that nets agencies millions of dollars but you don’t ever see a billboard or TVC produced off the back of it?”
Because that’s what has happened with tobacco advertising in this country. Not sure which agency you work for, but you might be surprised about their recent history.
Advertising is Satan’s whorehouse, who invited the fuckwits to the comments section. Somebody please show them the door.
Thank you.
These are excellent. I tip my fedora to whoever’s idea it was to put the Kyrie jersey in the Flat Earther’s room.
Imagine being on a blog for strippers talking about stripping, and someone pipes up and says ‘I think it’s immoral to strip for a gambling executive.’
If you think what we do is in anyway moral, please tell me how you justified that to yourself so I can finally tell my family I don’t play piano in a brothel.
Even the company who created a famous pledge for a small island in the pacific sacked 70-odd people just before Christmas.
And if you work for a bank, guess what? They’re also drawing large sums of cash from the pockets of punters. Nothing different.
They’re pretty bloody funny.
These are my favourite ads on telly.
Finally, an ad on TV worth watching. How refreshing.
About as funny and clever as Hey Hey It’s Saturday re-runs
But the Todd Carney one does. The plastic surgeon spot is OK but needed better dialog. Good effort all round though. Better than most of the stuff on TV at the moment, which is a low bar.
Love these… The only proof you need is the comments on social media from the actual target audience, not ad wankers who are jealous they lost the account etc etc.