We turned gamblers into supporters. Everyone supports a team during an international competition – except betters, who root for all the teams they’ve bet on, and are far more emotionally involved. So we created a 24-in-1 collector flag allowing them to support all of the qualifying teams.

With just seven colours, six geometric shapes and nine coats of arms, people could create 24 flags and change team for each match simply by changing the different geometric shapes.

Web site traffic increased by 38% compared to the average for the year

Number of new accounts doubled from an average of 1.1 to 2.1 per week.

Unique betters increased by 56% compared to the average for the year, from an average of 1.6 to 2.5 per week.