By creating a print ad that has the look of an ordinary sports picture in the newspaper, it was possible to use the ad also as an editorial.We took it and placed it – just like a “real” sports picture – directly within the news coverage in the sports pages of daily newspapers.To guarantee a broad reach, the campaign was placed in Austria’s four biggest newspapers and was therefore seen throughout the whole country.

tipp3 succeeded in overtaking their strongest competitors bwin and bet-at-home in favourableness and brand impact.The communication is very clear and easy to understand; the brand idea of tipp3 is delivered to the customer to a large extent. The awareness was increased by 40%, the betting turn-over by 30%.What’s more: tipp3 became the topic of the day and top of the mind when it came to football betting.(Source: Focus Media Research)