As the leader of the category, bwin needed to maintain its position by building on its brand equity; differentiating itself from a group of competitors rising to prominence and by creating brand preference.

However, they had struggled with finding new offerings to attract consumers. It wasn’t a matter of designing more attractive offers but getting them to even consider gambling in the first place.

Deciding to focus on one of their main values (entertainment) and communicating that fun and predicting an outcome is the core of the business, sparked the need for an interactive idea to demonstrate these qualities.

The Idea: Use metro billboards to offer fun statistics about people, letting commuters play along online as though betting for real. Therefore, we created an m-site where they could do just this. After waking up the inner player we all have, we re-directed them to our owned media.

To start a conversation and generate excitement, we created a hashtag #BETFORWHO as a call to action and to give it visibility besides the metro platform with the help of influencers and publications. Even several radio stations talked about our game, reaching an even greater number of people.

A huge new audience was discovered: metro users, who unconsciously were already betting by guessing the lives of the people around them. Our best achievement was gaining the attention of this new audience.

- m-site: 4.06 pages viewed per session out of 5 possible ones (the last two of them bring discriminatory). Users played with us over 1 minute and 9,5% of them did it more than for just one day.

- 12.7 million social media impressions from 2.300 #BETFORWHO mentions. 28% of them included the word “fun” referring to our brand and our activation idea. ‘Fun’ was also the attribute most mentioned.

- 100.000 more impressions in media who covered the news. We even made it onto the national radio.

A much more enjoyable metro journey.