Campaign details

Brand: Oddset
Agency: Jung Relations / DDB


Oddset is a state-owned betting service in Sweden. The betting market is extremely competitive and in contrast its competitors, Oddset is not allowed to (nor want to) offer bonuses, free spins or similar. Being state-owned, the communication is highly regulated.

The challenge for 2017 was to, with all the limitations and regulations in mind, generate liking and engagement within both current and potential customers. With love and a twinkle in the eye we wanted to capture the true, exciting feeling of playing at Oddset – communication in bright contrast to competitors.

The purpose of the campaign was to create 'brand liking' communication, increase the preference of Oddset and create engagement in both own and earned media. Goal: 2,5 million in earned media reach and 50% increase in own channels.