Challenge
Upon legalization of the sportbetting category, PointsBet and a dozen other sportsbooks were poised to enter the market simultaneously, alongside existing grey-market overseas operators. Our job was to help launch PointsBet with a memorable and breakthrough creative idea and media approach that would convert.
Solution
In a cluttered category, we successfully launched PointsBet with a differentiated position in market that allowed them to succeed as a true challenger brand. Leveraging a rich insight around why people bet, we created a campaign that leveraged comedy as a delivery mechanism to connect with consumers about the high of being right (vs just a win). We used this across a full funnel media strategy resulting in a strong increase in market brand awareness as well as hitting all first time bet targets.
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