Sportsbet creates imaginary Same Game Multi Tracker HQ in new in-house campaign
Online wagering platform Sportsbet has launched a new campaign highlighting the product benefits of its AFL Same Game Multi Tracker.
The campaign was created by Sportsbet’s inhouse creative team, in collaboration with production partner Palomina, Steelbridge Studios and Alt VFX, to bring AFL Same Game Multi Tracker’s imaginary HQ to life.
The ad comes as the online gambling industry has faced increasing scrutiny in recent months, with Tabcorp CEO, Adam Rytenskild, telling an inquiry into online gambling that “the proliferation of online gambling advertising has gone too far”.
Recent research from the Australian Gambling Research Centre has also found that more than half of Australians would support an extended ban on gambling advertising until 10:30pm.
Shot at both virtual and real sets at Steelbridge Studios in Queensland, Sportsbet and Palomina engaged Armand De Saint Salvy to amplify AFL Same Game Multi Tracker’s “imaginary” HQ.
Palomina co-founder Kate Merrin said: “It’s always exciting being given the opportunity to work with new tech. Virtual production really suited this creative idea and with Steelbridge we were able to build the world that Armand and Sportsbet envisioned for the Tracker HQ, working with amazing talent from WA and Qld. It was a great process and shoot.”
The creative included three 45 second executions, as well as three 30 second and three 15 second cutdowns. All were supported with bespoke edits for social media channels, as well as radio.
Sportsbet’s head of brand, GTM and advertising, Jason Thatcher, added: “Armand’s off-beat creative approach complements our brand satire perfectly. He’s a master storyteller who seamlessly combines comedy and drama to make stories resonate with a brand’s target audience. We just love the style of this ad and the world which we built for it, and we are confident punters will engage with AFL Same Game Multi Tracker as a result.”
Sportsbet’s executive creative director, Rambo Goraya, commented: “Sportsbet has always been renowned for its audacious and unexpected campaigns and this latest campaign is no exception. It’s a product that punters love and we hope the playful creative visualisation of Tracker in the TVCs resonates with them just as much as the product itself.”
The campaign launches across free-to-air TV, pay TV and digital, airing across various channels for up to six months.
Credits
Client/Creative – Sportsbet
Chief Marketing Officer, Mark Migliorini
General Manager of Advertising, Partnerships & Marketing Production, Tim Hernadi
General Manager of Creative Content, Kathy Schokman
Head of Brand, GTM & Advertising, Jason Thatcher
Campaign Manager, Jack Stewart
Head of Production, Dan Atkins
Executive Creative Director, Raman Goraya
Creative Director, Tim Leckie
Senior Creative: Shaun Conroy
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