| Title | THE BETTER'S FLAG |
| Brand | WINAMAX |
| Product/Service | WINAMAX ONLINE BETTING SERVICES |
| Category |
B02. Promotional Item Design |
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Entrant
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HAVAS PARIS Puteaux, FRANCE
|
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Idea Creation
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HAVAS PARIS Puteaux, FRANCE
|
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PR
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HAVAS PARIS Puteaux, FRANCE
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Production
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HAVAS PARIS Puteaux, FRANCE
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Credits
| CHISTOPHE COFFRE |
HAVAS PARIS |
EXECUTIVE CREATIVE DIRECTOR |
| GUILLAUME BLANC |
HAVAS PARIS |
COPYWRITER |
| FLORIAN ROUSSEL |
HAVAS PARIS |
ART DIRECTOR |
| KARIM OURABAH |
HAVAS PARIS |
PRODUCER |
The Campaign
Everyone supports a team during an international competition – except betters, who root for all the teams they’ve bet on, and are therefore ten times as emotionally involved. We invented a 24-in-1 flag so they could support all of the qualifying teams.
Creative Execution
We had 100 collector’s flags made by a textile designer. Each was supplied as a boxed kit containing a red felt flag and coloured shapes that attached to it using Velcro. The shapes were made of ultrafine PVC covered in thin felt. With just seven colours, six geometric shapes and nine coats of arms, people could create 24 flags and support all of the teams.
We sent fifty flags to sports journalists and bloggers at the beginning of the event, together with a video explaining the concept. We gave the other fifty away as prizes on Facebook and Twitter throughout the competition.
Indication of how successful the outcome was in the market
Web site traffic increased by 38% compared to the average for the year
Number of new accounts doubled from an average of 1.1 to 2.1 per week.
Unique betters increased by 56% compared to the average for the year, from an average of 1.6 to 2.5 per week.
Winamax encouraged football fans to place bets by allowing them to support all 24 qualifying teams, making Euro 2016 even more exciting. We talked about the increased emotions aroused by betting, focusing on the enjoyment of the game rather than specifically on money.