Centring on a cast of relatable punters.
Sportsbet has launched into racing season with its latest campaign centring on a cast of relatable punters who make Spring Carnival look easy using the Sportsbet app.
Sportsbet’s inhouse creative team teamed up with Scoundrel director Matt Weston to produce the suite of six hero TVCs, with the campaign also extending across FTV, PTV, digital (YouTube, Instagram, Facebook and Snapchat), radio, spotify and major press over the coming months.
Rambo Goraya, executive creative director at Sportsbet, said Spring racing season always brings out a lot of characters.
"From the group of mates who get separated within five minutes of arriving on track, to Gladys the wily, older racegoer who knows how to secure a prime table on the front lawn," said Goraya.
“I can personally relate to Craig ‘The Call Up King’ and we know our customers enjoy a laugh at these insightful scenarios in our campaigns just as much as the fast and easy way they can use the Sportsbet app on raceday.”
Jason Thatcher, head of brand, GTM and advertising at Sportsbet, said the company is excited about the humorous, Australian nature of this campaign.
"It shines a light on those classic racegoers that are often larger than life, and just like the ease of our racing products we’re confident it will strike a chord with those who enjoy a punt during the carnival," he said.
The campaign includes cameos from Australian race caller Matt Hill and self-acknowledged C-Grade celebrity, Dan Gorringe.
The creative features 4 x 45”, 4 x 30”, 3 x 15” spots, supported by bespoke edits for social media channels.
The campaign launched on September 25, featuring Tim “Tee Time” Callaghan, followed by Maxy “The Mate Musterer.”
In the coming weeks audiences will be introduced to Craig “The Call Up King”, “Thrifty” Tiff Griffin, Pedro “The Power” Perrera and Gladys “The Rock” Johnston.
Sportsbet’s 'Make Spring Look Easy' campaign will roll-out on various channels in the next 12 months.
Credits:
Client/Creative - Sportsbet
Chief Marketing Officer, Mark Migliorini
General Manager of Brand, Partnerships & Production, Tim Hernadi
General Manager of Creative Content, Kathy Schokman
Head of Brand, GTM and Advertising, Jason Thatcher
Brand Manager, Allison Tall
Campaign Manager, Tayla Petty
Head of Production, Dan Atkins
Executive Creative Director, Rambo Goraya
Creative Director, Callan Mclean
Senior Creative: Shaun Conroy
Production Partner: Palomina
Production Producer: Kate Merrin
Brand Producer: Rachel Gilkison
Director: Matt Weston @ Scoundrel
DOP: Simon Walsh
Production Designer: Ella Carey
Editor: Michael Houlahan @ The Institute of Post
Grade: Vincent Taylor
Online: Manimal
Sound: Bang Bang Studios
