Australian sports betting platform Unibet has launched a new campaign via AnalogFolk Sydney. Using the tagline ‘It Pays to Speak Sport,’ the campaign taps into the idea that all sports have a unique language that is both spoken and often only understood by true fans and punters.
The campaign is fronted by a 60 / 30 launch TV & cinema spot and supported by a number of shorter sports-specific online content pieces; all of which focus on the specific lingos around different sporting codes.
Says Julian Timmins, head of marketing and operations, Unibet: “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. 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.”
The spot features Unibet ambassadors Brain ‘Fletch’ Fletcher, former NRL legend and commentator and famed cricketer and commentator Mark ‘Junior’ Waugh. The online content campaign also features Unibet ambassadors basketball legend Shane ‘Hammer’ Heal and Russell ‘The Original Sports Guy’ Barwick.
Says Richard Morgan, ECD, AnalogFolk: “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 launch film focuses on the jargon used specifically by horse racing punters. The ad harnesses imagery, weather, luck, motifs to illustrate the double meaning and betting clues behind some of these deceptively simple terms.
The campaign will run on a variety of media including free-to-air TV, cinema, Foxtel, digital, and social.
Head of Marketing & Operations: Julian Timmins
Marketing Manager, Unibet: Pete Sutton
Executive Creative Director: Richard Morgan
Creative Team: Alec Janowski, Jimmy Zimmerman
Managing Director: Matt Robinson
Agency Producer: Emily Entwistle
Strategy Partner: Ben Hourahine
Senior Strategist: Chris Loukakis
Designer: Robbie Carter
Production Company: Hooligan Collective
Director: Dylan Harrison
Producer: Ashley McLeod
DOP, TVC: Peter Eastgate
DOP content: Jason White
Editor: Mark Parry
Colourist: Daniel Pardy
Sound design: Nigel Crowley
Media Buying: Bohemia