Sun Bets: Sun Bets launch

Sun Bets, a sports betting site, adopted the unapologetic tone of voice of The Sun newspaper to launch its betting brand through tailored communications in the UK.

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...

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