| Title | THE BETTER'S FLAG |
| Brand | WINAMAX |
| Product/Service | WINAMAX ONLINE BETTING SERVICES |
| Category |
A08. Sports Entertainment |
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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
|
|
PR
|
HAVAS PARIS Puteaux, FRANCE
|
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Production
|
HAVAS PARIS Puteaux, FRANCE
|
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 far more emotionally involved. We created a 24-in-1 flag allowing them to support all of the qualifying teams, supplied as a boxed kit. The flag was made of red felt, and came with coloured shapes that attached to it using Velcro. With just seven colours, six geometric shapes and nine coats of arms, they could create 24 flags and support all of the teams.
Creative Execution
We created 100 collector’s flag kits, and sent fifty 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.
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.
Betting has a negative image in France, associated exclusively with money. In this campaign, we turned betters into supporters.
We turned betters into supporters, reaching football fans by allowing them to support 24 teams. We talked about the emotions aroused by betting, focusing on the enjoyment of the game rather than specifically on money.