| Title | SNAPBETS |
| Brand | CIRCUS |
| Product/Service | SPORTS BETTING |
| Category |
C02. Use of Mobile |
|
Entrant
|
LEO BURNETT Brussels, BELGIUM
|
|
Idea Creation
|
LEO BURNETT Brussels, BELGIUM
|
|
Media Placement
|
LEO BURNETT Brussels, BELGIUM
|
Credits
| Niels Schreyers |
Leo Burnett |
Creative Director |
| Yannick De Haes |
Leo Burnett |
Copywriter |
| Sebastiaan Dessaux |
Leo Burnett |
Art Director |
| Yves Van Landeghem |
Leo Burnett |
Strategic Director |
| Lorenzo Brouwer |
Leo Burnett |
Account Manager |
| Damjan Cvetovic |
Leo Burnett |
Digital Executive |
| Julie Maris |
Leo Burnett |
Traffic Manager |
The Campaign
Knowing that people do not bet on soccer games because they think they do not know enough about them, we needed a campaign that would make participating simple.
So we developed a Snapchat gambling environment where you could bet on anything that had anything to do with the ongoing matches, with just a simple touch on you screen. That way it was very easy to join in and you didn't need to know anything about soccer.
The campaign was supported and presented by Jean-Marie Pfaff, a popular Belgian sportsman and former goalkeeper of the Belgian national team.
Campaign Success
We developed a myriad of different possible bets and launched them gradually on Snapchat. All you had to do was follow former Belgian national goalkeeper Jean-Marie Pfaff on the Circus Snapchat channel and he would invite you to bet on the funniest things.
The campaign ran only on Snapchat during the whole EC from June 10 till July 10.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our client was very happy to see an almost 300% rise in betting participation, 400% increase in Snapchat followers and a reach of over 55.000 people through Snapchat alone.
Explain why the method of promotion was most relevant to the product or service
The goal of the campaign was to get people that would normally never bet on soccer games, to place bets.
Every execution of the campaign was built so that people would click and bet.
During a big event like the European Soccer Championship, many people join in the experience. All these 'occasional soccer fans' are not very familiar with sports betting and will usually not be inclined to bet. Unless of course the betting would be made easy, accessible and fun.
The one thing they all know is social media and famous former goalkeeper Jean-Marie Pfaff. So, we decided to create a campaign combining both.
We chose Snapchat to launch easy bets that were based more on fun rather than soccer expertise.