Sportsbet.com.au: For people who like results from their campaigns

Agency: Leo Burnett Melbourne

Advertiser: Sportsbet.com.au

Author: Patrick Rowe

Total Campaign Expenditure: $2-5 million

STRATEGIC COMMUNICATIONS CHALLENGE

Taking on a monster monopoly while fending off a pack of rival competitors. This was the challenge facing Sportsbet in late 2009.

THE FORM - BACKGROUND ON SPORTSBET

Sportsbet had been operating in Australia since 1993 as a corporate bookmaker based in the Northern Territory. In 2008 new rules were introduced to make it easier for bookmakers to compete with the privatised Totalisator Agency Boards (TAB's), the most significant of which was the ability to advertise. This change represented an opportunity for previously small online bookmakers to capture a slice of the huge gaming market in Australia.

The resultant change in regulations created a “land grab” of activity in the category that saw TAB trying to defend its dominant market position against a pack of entrants with a new found voice.