Situation:

Colombia was eliminated in one of the most important football events ever: Qatar 2022 Fifa World Cup. So the passion for betting and supporting the local country disappeared instantaneously.

Brief:

How can we invite fans to use bwin platform and bet in it, without a selection to support during the World Cup?

Objectives:

-Awareness.

-Transactions.

-Traffic.

-Platform Permanence.

During the recent World Cup, Colombian football fans were devastated when their team was unexpectedly eliminated from the tournament.Their passion for their national team seemed to fade, and a sense of disappointment lingered in the air. However, a glimmer of hope emerged as fans discovered a new tool that allowed them to explore and find new teams to support.

With the help of this tool, Colombian football fans were able to rekindle their love for the game. The tool let fans to started lookalike their physical, cultural and knowledge interests with other participant teams from different countries, their local plates, music affinities, physical traits, etc. They discovered new teams and they quickly became emotionally invested. Fans found themselves cheering for teams they had never supported before, joining in the excitement of the World Cup once again.

The innovative tool allowed us to find exColombian fans and tailor our communication to their new country's affinities or team results was a gamechanger for our betting platform,bwin provided us with a unique opportunity to create a personalized experience for our users,enabling us to connect with them on a deeper level.

Through this tool,we were able to identify fans from different countries and understand their preferences,passions,and emotions related to football.We could then craft our DCOstrategy in a way that resonated with their affinities, such as incorporating local traditions,team histories, and cultural references.We celebrated their team's victories,empathized with their losses and engaged in meaningful conversations that fostered a sense of community.

This personalized approach not only enhanced our users experience but also allowed us to build a loyal fan base.Fans felt understood and valued,and they appreciated the effort we put into creating a whole experience beyond just betting.

Expectation: 17Oct-28Oct. After FWC.

B.O.L.A's appearing. A tool that let Colombian football fans were able to rekindle their love for football once again after the elimination.

Placement: 15 airings in TV local spots, social media, digital and news.

"bwin bet for Colombians, giving them a tool to find out new teams to support during the World Cup"

Launching: 28Oct-11Nov. Between FWC.

The tool is now able. Fans could login and make their own test to find out their teams affinities.This development let them choose color preferences, test their language skills, scan their physical traits and much more.

Placement: Website test, 21 airings 3 references spots.

Scale: Data collection, traffic to platform.

Sustain:11Nov-18Dec. During FWC.

Showcase results. Engage or fan data base with personalized DCO strategy to invite them to bet for their new teams in bwin.

Placement: 9 spots references, 36 airings, digital, website, DCO banners.

Scale:+34% users data base.

+1.3M USD dollars earns.

+100K Daily bets.

+34% new bwin users.

+450.465 new football fans.

+51M of Colombians could enjoy football once again.

"Well played bwin"

""bwin bet for Colombians, giving them a tool to find out new teams to support during the World Cup"

A lot of Francolombians, Senegalombians, Brithislombians, Saudilombians, Portulombians.