Victoria's gaming industry was flooded with brands with identical product offerings and similar sounding names - Sportingbet, Centrebet, Bet24/7. We needed to stand out in a sea of competitors and drum home the Sportsbet URL.
We saw an opportunity to own a basic human insight - betting is fun for blokes. Our idea, "For people who like to bet on the net", is a tongue-in-cheek platform idea that positioned SportsBet.com.au as the go-to place for betting. The campaign was a phenomenal success, achieving record levels of awareness that led to a 300% growth in business in the first year alone, followed by continuous year-on-year growth.