Armchair Experts
PROBLEM:
Unibet needed to increase registrations in the UK, and differentiate itself from the BET365s of this world.
SOLUTION:
Armchair Experts is a creative platform focussed on valuable insight from real sports-betting fans around the more neglected sports. Genuine, authentic, and away from the ‘laddish’ betting culture, it provided an opportunity to speak to an untapped market - the more discerning bettor.
ROLE:
Creative Director, Writer, Art Director.
The idea fuelled 17 targeted TV spots, press, digital and editorial content - with offers that were optimised as sporting events went on.
The campaign significantly grew Unibet’s business, with registrations rising from a daily average of 85 to 157. Most importantly this translated into use of Unibet’s services and products, with a doubling in the daily average of bets, resulting in an increase of 217% in turnover for Unibet.
The custom Armchair WENT ON TOUR
Year Two - Armchair Banter
A new format to create natural conversations.