We were invited to pitch for the Irish launch of Tipp24, a lotto betting site with a strong track record in Germany (2.4 million customers) but virtually unheard of in Ireland. Considering the brand’s principal target audience – males age 18-35 – we recommended a sporting theme, and a brand ambassador who could appeal to the widest possible customer base.
We selected rugby international Sean O’Brien, a high-profile member of one of the country’s highest-profile sporting organisations. Our creative theme was based on the playground game of ‘last man standing’ with Sean trying to tackle a mass of players in order to do a ‘quick pick’. Our proposal was accepted and we quickly set about putting the elements in place: creative script and video storyboard; player agreement; media plan.
We shot the video at Tullow RFC on a Friday evening in truly atrocious conditions! The driving rain and muddy pitch added an X-factor to the shoot, which was edited into an 80-second clip for social sharing. Media launch took place at the end of March 2017 with Sean on hand – fresh from a successful 6 Nations and ahead of the Lions tour to NZ – on hand to heighten interest.
As we had promised the client, sport was the perfect launching pad for Tipp24 in Ireland – a sports mad country