In 2017 we won a competitive pitch to launch the Tipp24 brand in the Irish market. Tipp24 is a lotto betting site, a long-established brand in the German market where it has circa. 1.4 million customers, but virtually unknown in Ireland. Our strategy was based on building awareness, education and trust around the brand so we recruited a well-known Irish ‘player’ – rugby international and lotto enthusiast Sean O’Brien – to front the launch and act as the face of the brand.
We devised and shot a viral-type video depicting Sean doing an unusual ‘quick pick’ to highlight the Tipp24 proposition of playing, having fun and winning. (Smashing guys in the mud!) We also organised a launch event in Dublin with comprehensive media information to help educate consumers on the lotto betting concept. Tipp24 launched in Ireland in March 2017.