A new campaign from French bookie ParionsSport, called simply ‘We Are The Bettors’, sees the bookmaker seek to consolidate its marketing leading position and engage the key target segment of the toughest, most expert and most experienced betters.
Working with agency Rosapark, the creative shines the spotlight on expert gamblers – those intense, experienced betters who bet before, during and/or after the match.
Pitching these high frequency, experienced players as heroes, the campaign is spearheaded by a pair of TV commercials – ‘Online’ and ‘Point of Sale’ – which showcase and rejoice this section of the gambling community and their rites and habits.
Both spots were directed by Daisy Zhou who, along with the agency, was briefed to focus on capturing these extreme emotions through modern and carefully crafted imagery by blending lifestyle scenes with special effects.
The music, remixed for the campaign by Else and featuring the voice of rapper A2H aims to reinforce the film’s emotional and powerful character.
The initiative promotes the brand’s recently developed two new applications offering a range of bets and products specifically created for expert bettors – Online and Point-Of-Sale.
This marketing push from the gambling brand of Française des Jeux continues its approach of aiming to ‘democratize’ sports betting through both online and point-of-sale offers.
The campaign was created for ParionsSport Director of Sports Betting (FDJ) Richard Courtois, Marketing Manager Karl Lorenzon and Media and Advertising Manager Alan Le Bras by a team at agency Rosapark that included Cofounders Jean-Patrick Chiquiar, Jean-François Sacco and Gilles Fichteberg, Managing Director Sacha Lacroix, Advising Director Soraya Cottin, Marketing Manager Charlotte Permasse, Advertising Manager Léna Maignan, Creative Directors Jean-François Sacco and Gilles Fichteberg, Copywriter Nicolas Gadesaude, ADs Julien Saurin, Hugo Dupuis and Cyril Haoual and Strategic Planner Sonia Guitz.
The team was assisted by Head of TV Production Elodie Jonquille, Art Buyer Louise Bertin, Print Producer Justine Dudognon with PR Mélanie Colleou.
The spots were directed by Daisy Zhou through the production company Boogie Nights with post production handled by Small, with sound produced by Schmooze and music from Else.
Comment:
The creative takes a leaf from the creative approach so often associated with cool sportswear brands and the campaign itself seeks to continue ParionsSport’s ongoing strategy of positioning itself as the leading French sports betting brand for expert, experienced and demanding gamblers.
Links:
ParionsSport
https://www.parionssport.fdj.fr/
https://www.youtube.com/channel/UCQBNwok2UXtnRUMNzkD2PBA
https://www.facebook.com/ParionsSport
https://twitter.com/ParionsSport
https://www.instagram.com/explore/tags/parionssport
Rosapark
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