THE CHALLENGEPosition Betfirst as fun and profitable for their customers through a broad communication campaign.
The aim was to create a unique tone of voice: daring, unconventional and offbeat, so as to increase awareness and recruit new players.
OUR APPROACHWe introduced the dog called Lucky, a new mascot for the brand. Lucky brings fun but also symbolises the winner’s companion and helps the brand attribution.
The campaign itself consisted of a TV & press campaign, supported by in-store communication in the 300 points of sale!