A new four-part content series from bookie brand UniBet unveils some of the secrets of success of a set of Australian sports icons.
This new ‘The Calculated Man’ content series, via HooZu, sees the international bookmaking business UniBet aim to showcase its platform’s market leading athlete statistics and historical data.
Created by HooZu and Bohemia, the films feature players using Unibet getting the insider advantage and expert edge needed to take successful sports betting calculated risks.
The series features AFL star Kane Cornes, NRL legend Corey Parker, UFC champion Tyson Pedro and dual code international Lote Tuqiri.
Each video segment showcases one of these pro sports stars operating as a ‘calculated risk taker’ and then challenges consumers to take their own ‘calculated betting risks’ as well.
The creative reveals intimate details about each athlete endorsers and tells the story of their own personal calculated risks with the objective of linking compelling creative, sports ambassador secrets and alluding to the breadth and depth of knowledge and data that Unibet provides to its users.
The launch film, ‘Tyson Pedro x Unibet Calculated Man’, features the mixed martial arts champ and aims to engage viewers by revealing that one of Pedro’s crucial calculated risks was his decision to attend a selective school or to continue his fighting career journey.
It also showcases his signature move and reveals his pre big fight secret that helps him get in the mood for combat: dancing to Mariah Carey’s music.
The spots were amplified across both brand and athlete ambassador channels.
Tyson Pedro x Unibet Calculated Man from HooZu Productions on Vimeo.
Unibet selected each athlete specifically to appeal to a demographic segment: Pedro aims to engage the young adult audience that follows UFC, while Lote aims to connect to a more mature adult NRL demographic.
The endorser choice was then backed up by spots that were written and produced to suit each audience group, whilst still retaining an umbrella message and a core position.
Mark Graham, head of content at HooZu explained: “The focus of the video was on distinguishing Unibet from its competitors by highlighting that its players have access to more of the statistics and historical data needed to make an informed bet.”
While UniBet marketing head Julian Timmins added: “What we love about the Calculated Man campaign is that it accurately represents our brand and the key message that we provide players with access to more information, at the same time as having strong visual appeal and production value.”
This campaign rolls out simultaneously with a social video series based on stats and stories called ‘Bet & Breakfast’.
Comment:
We feel this is a fairly innovative, interesting approach from a global gaming brand to establish an authentic local market position and engaging sports gamblers across the country.
It seems that the target market thought the same.
Within a week since launch, the lead Tyson Pedro film had notched up a 40% engagement rate on Tyson’s social channels.
https://www.instagram.com/p/BjbVkJhnpFQ/?hl=en&taken-by=tyson_pedro
The other videos will roll out through June.
Links:
Unibet
https://twitter.com/Unibetaustralia
https://www.youtube.com/user/UnibetAustralia
https://www.facebook.com/UnibetAustralia
HooZu
Bohemia
http://www.bohemiagroup.com.au/
