In a cluttered category, we successfully launched PointsBet Canada with a differentiated position in market that allowed them to succeed as a true challenger brand. Leveraging comedy as our way in, we focused on education through entertainment with Canadian icons, the Trailer Park Boys. Unexpected partnership that helps the brand feel relatable and be memorable. With a full 360 approach across all channels, we built a go-to-market brand to build awareness and convert into profitable performance.