Oddset is a state-owned betting service in Sweden. The betting market is extremely competitive and in contrast its competitors, Oddset is not allowed to (nor want to) offer bonuses, free spins or similar. Being state-owned, the communication is highly regulated. Instead, this year’s challenge was to engage and make people appreciate Oddset. With love and a twinkle in the eye we wanted to capture the feeling of playing Oddset – communication in bright contrast to competitors.

The purpose of the campaign was to make “brand-appreciative” communication, increase the preference of Oddset and create engagement in both own and earned media (goal: 2,5 million in earned media reach)

The commentators where broadcasted using Facebook live. The fans could choose which commentator to listen to depending on their bet. Leading up to the game, Filip and Magnus (our commentators), as well as reporters from national media, met up with Bosse (famous, Swedish commentator) for a crash course in sports commentating. They also got to meet players from the team, to gather game insights to share with their peers.