Category: Best Use of Screens
Advertiser: UNIBET
Product/Service: SPORTS BETTING
Media Agency: TRE KRONOR MEDIA, Stockholm, SWEDEN
Account Manager: Fredrik Lagerström (Tre Kronor Media / Reklam)
Creative: Lars Bönnelyche (Tre Kronor Media / Reklam)
Copywriter: Lars Hedlund (Tre Kronor Media / Reklam)
Planner: Mia Hugosson (Tre Kronor Media / Reklam)
Analysis: Malin Johansson (Tre Kronor Media / Reklam)
Media placement: TV Campaign – 2 Spotts - TV.nu - 28 May 2011
Media placement: Supplement To Daily Evening Paper - Msn.se, Svenskafans.se - 28 May 2011
Media placement: Newspaper - Aftonbladet - 28 May 2011
Media placement: Take Overs And Banners - TV3 - 28 May 2011
Insights, Strategy & the Idea
Super Saturday.
Unibet is number 2 in Sweden for sports betting in a market with high media clutter.
As every number 2, Unibet decided to try harder.
In the spring of 2011, Unibet was ready to take everything to the next level. One important step was the launch of a new 60 second TVC with an original Unibet anthem. We only needed the right prime time.
Our analysis showed that the target group feels a strong connection between large sports events and sports betting. But 2011 was a poor year in sports. No Fifa World Cup, no UEFA Euro, no Olympics.
Conclusion: If we want it big, we have to make it big.
So instead of a regular campaign for the TVC launch, we took the Champions League final and transformed it into a Swedish "Super Bowl", turning May 28 into Super Saturday for Unibet and the perfect place to launch the TVC.
Creative Execution
Super Saturday a.k.a. Super Media Impact Day:
By combining purchased media and social media, we made sure that Unibet was everywhere during May 28, the day of the final.
Wherever our target group went, we were already there, "owning" the place and setting the agenda with tailor-made solutions for each media.
Match: By placing the 60 second TVC first and last in the breaks, the target group got the impression that Unibet owned the final.
Morning: We created a special supplement in the biggest sportspaper with Unibet's research on the players, best sports bars and plenty of betting suggestions.
All day: We initiated pre-game buzz on Facebook and Twitter that continued after the match.
All day: Online interstitials on the biggest and most relevant sites in Sweden.
Unibet offered the biggest choice for live betting during the match. All messages encouraged the fans to watch the final and place their bets on Unibet. And they did!
Results and Effectiveness
Unibet numbers for CL Final 2011 compared with previous year
• Number of visitors on unibet.com during the match was 100,000 + 61%
• Number of customers + 315 %
• Turnover + 68 %
• Revenue + 475,000 USD that day
• Brand awareness increased from 41 to 51%
• Considered brand increased from 25 till 31%
• Ad awareness increased from 27 to 37% – best result ever and biggest in the category.
The power of "Super Bowl" thinking created lasting results and took Unibet to the next level. Unibet became synonymous with the Champions League final, which is a great asset for the future.