Who better to prove that Sportsbet’s new app is foolproof than the world’s greatest idiots? So the online bookmaker and Emotive have searched the entire planet for fools to find its new ambassadors.
Endorsing the incredibly easy to use app is former NRL whiz kid, Todd Carney, and leading flat earth theorist, Mark Sargent, among other notable brainiacs. The hero social film is 90-seconds of the most wonderful parody. Supporting it are seven 15-second TVCs, each starring one of Sportsbet’s geniuses, a 30-second TVC, 6-second digital shorts and a series of radio executions, which play on the gullibility of listeners mistaking cosmetic height surgery and mail order oysters for real businesses.
Listen to the radio spots here.
Contextual OOH in airports, gyms and roadside locations across the country also support the campaign.
Tim Hernadi, general manager of Marketing, Sportsbet, commented, “This campaign has been developed with the Sportsbet audience clearly in mind. Designed to bring a smile to peoples’ faces by taking the mickey in an endearing way, it simply highlights how Sportsbet’s new iPhone app is so easy to use, it’s foolproof.”
Ben Clare, group creative director at Emotive, added, “You’ll never be everything to everyone. And that’s what makes it so liberating to work on Sportsbet. The confidence they have in their own brand DNA, and a willingness to take risks in a world that seems so averse to them right now, allowed us to create something timely and true to the brand’s voice. And have a lot fun doing it.”
Creative Agency: Emotive
Group Creative Directors: Ben Clare & Zane Pearson
Creative Director: Michael Dawson
Chief Strategy Officer: Tyler Wilson
Business Director: Marshall Campbell
Production Company: Finch Company
Director: Sam Hibbard
Executive Producer: Corey Esse
Producer: Kate Merrin
Post Production: ARC Edit
Editor: Dan Lee
Sound: Final Sound
Producer: Pip Wright
Sound Engineer: Stevo Williams
Client & Production: Sportsbet Australia
Chief Marketing Officer: Mark Migliorini
General Manager Marketing: Tim Hernadi
Head of Brand & Advertising: Kathy Schokman
Brand Manager: Jason Thatcher
Campaign Manager: Olivia Ferrary
Head of Partnerships & Content: Ben Hawes
Creative Director: Raman Goraya
Head of Content Production: Barney Howells
Retail & Digital Video Manager: Toby Barrett.
Art Design Lead: Dean Barbaro