BetBull operates in a highly competitive market where their competition already benefits from high awareness and large customer bases following years of multi-million-pound media budgets.
The primary campaign goal was to create a media plan raising awareness of BetBull and educating the target audience as to why BetBull offers something different to the wider market. This would lead to improved business performance, in terms of new customer registrations and first-time deposits.
BetBull focused its approach on its point of difference, looking to challenge the status quo with its unique approach to betting. This strategy led the creative to focus on the social betting aspect, made even more impactful with Eric Cantona as the front man. Using Catona in the creative made the artwork immediately recognisable, creating the perfect ‘trust-worthy’ synergy with OOH.
The media plan was designed to create impact and drive cover quickly at launch to raise awareness before the football season began, underpinned by ongoing digital performance channels to drive conversion. This approach was mirrored across all channels, including OOH, with a strategy using brand building, contextual targeting, and an ‘always on’ activation using programmatic OOH.
With OOH, our contextual approach allowed us to look at the full breadth of OOH formats to identify environments and formats that would capture the most relevant social moments.
BetBull drove reach and fame by launching across large format OOH sites in key football cities two weeks prior to the start of the season, complimenting the tried and tested environments and channels for the sports betting audience.
New to market, they were also keen to use attention-grabbing formats allowing them to leverage the trust of OOH. This ensured that BetBull ads appeared on formats and environments where their target audience would gather with their ‘bet mates’, such panels in proximity to football stadiums (on match days only), DOOH at 5 a-side pitches, bars and gyms (during busiest periods). The use of DOOH formats such as socialite, allowed BetBull access to these sociable moments.
Atlas, Talon’s Demand Side Platform (DSP) allowed us to use programmatic OOH in an effective way to provide an ‘always on’ brand presence, as well as driving activation. Using Talon’s Data Management Platform, Ada, a custom-built audience segment was created bespoke for BetBull’s audience – this included specific consumer movements (ie. consumers who visit betting shops) or via online behaviours (using Nielsen data to identify consumers interested in online gambling).
Atlas was then used to activate panels when they over-delivered for their bespoke audience, across digital 6 sheets & Large Format Digital OOH. This approach drove maximum exposure against the BetBull audience and allowed us to increase our ‘on target’ audience by 75% (above the Talon benchmark average of 30%).
From the outset IMA-Home’s measurement framework enabled them to determine the effectiveness of the campaign across the range of KPI’s that were set for this campaign.
By focusing their creative on their compelling point of difference, their unique approach drove fantastic results, with shifts in pre & post awareness, along with positive econometric uplifts directly attributed to the OOH campaign.