Campaign background
For 60 years, The Sun had been stimulating and informing sporting opinion.
Now felt like the right time for them to launch a betting brand that could immediately stand-out against already established competitors.
Strategy
The launch strategy for Wunderman UK was simple: establish Sun Bets as the nation's home of betting by leveraging on The Sun's unique tone of voice.
This was to be achieved by staging a full-on media assault via all owned, bought and earned channels with a bold, humorous and provocative campaign.
The Sun had been stimulating and informing sporting opinion for a long time...