Oddset: Biased Sports Commentators

Oddset, a state-owned betting service, launched the Biased Sports Commentators campaign in Sweden to increase brand preference and engagement, and create 'brand liking' communication.

Campaign details

Brand: OddsetAgency: Jung Relations / DDB

Background

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...

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