Sportsbet reveals Bet With Mates via new integrated campaign

Sportsbet has launched Bet with Mates, via a new campaign from the Sportsbet in-house creative team.

The campaign focuses in on an alien invasion, and the human fight-back being interrupted by a group of mates’ bets still being in play.

The campaign promotes Sportsbet’s new group bet function, an in-app feature allowing friends to share a bet.

Rambo Goraya, Sportsbet’s in-house creative director, said: “We wanted to hit a real granular point of relatability for those punters who enjoy a bet with mates (apologies if you don’t know what a quaddie is) but bring it to life in an unexpected and audacious way.”

“Our customers have all watched enough Netflix to realise it’s about time a bunch of cheeky mates got a start in a movie scene discussing their anytime goalscorer bet. We hope punters enjoy watching them as much as the Sportsbet and Palomina teams did making them.”

“We’re very excited about this new product and equally excited about the campaign,” said Jason Thatcher, head of brand and advertising at Sportsbet. “It’s all about ramping up the fun of betting on sports, horse racing and everything else Aussies love to take a punt on, but at a group level. The product is easy to use and solves a common customer problem. And the campaign is fun, tongue-in-cheek and connects directly with our audience.”

The campaign includes three 30 second TVCs and one 45 second TVC, all in different scenarios.

“Whether it’s a Game of Thrones-style standoff or an interdimensional challenge to save the future, the humble heroes always seem to get the final say,” said Sportsbet in describing the different campaign settings.

Sportsbet’s ‘Elite Average Games’ advertisement was recent pulled and altered after industry watchdog Ad Standards upheld a complaint about racial vilification.

Following the ruling, Sportsbet said Sportsbet it was “deeply concerned by the Community Panel’s determination” and will be requesting an independent review of the determination.

The campaign went live on 6 June, across free and pay TV, digital, bespoke edits for social media campaigns, OOH, national radio and selected press ads.


Client/Creative: Sportsbet
Chief Marketing Officer, Mark Migliorini
Group Manager of Marketing, Tim Hernadi
Head of Brand and Advertising, Jason Thatcher
Head of Partnerships and Content, Kathy Schokman
Head of Content Production, Dan Atkins
Creative Director, Rambo Goraya
Senior Creatives: Chris Chard, Shaun Conroy
Campaign Manager, Isaac McCallum
Campaign Manager, Olivia Ferrary

Production Partner: Palomina
Production Producer: Kate Merrin
Brand Producer: Rachel Gilkison
Director: Matt McCaughey
DOP: Ben Jasper
Production Designer: Lucinda Thompson
Editor: Michael Houlahan @ The Insititute of Post
VFX / Online: Shotbroker & ARC Edit
Flame: Eugene Richards

Media: PMG


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