In recent years, France has become an increasingly hostile market for sports betting operators who are accustomed to making over-promises in their communication. As the market gains new players, regulations become stricter. To address this unfavorable context, the brand has positioned itself as an emotion amplifier for sports entertainment rather than a mere converter of scoreboards into cash. However, after an initial campaign to establish this new positioning, the brand needed to provide concrete proof that it could truly make sports entertainment more intense.

Betclic needed a brand act that definitively positions the brand as a global player in sports entertainment, rather than just a sports betting operator.

The idea is quite simple: if there are no more seats available to see Victor Wembanyama, we have to create new ones. But not just any kind of seats. We want those extra seats to be creative enough to provide a one-of-a-kind experience for basketball fans and to witness Wembanyama's talent from a new perspective.

Betclic's mission is to intensify and increase passion for sports.

To establish the brand's credibility beyond TV and OOH, Betclic invested in sponsorships and became the official partner of the French basketball National League. With one in three young French people following basketball matches regularly, it is a rising sport among Betclic's key target audience between the ages of 21 and 28. Moreover, the rise to stardom of Victor Wembanyama, one of the sport's greatest champions, is an exciting event for basketball fans in France. However, the downside is that every match is sold out, leaving fans desperate to experience Victor's intensity in the stadium. Betclic turned this problem into a strategic opportunity by creating a brand act that ensures basketball fans keep experiencing their sport in the most intense way possible.

To create seats that did not exist, we partnered with the French Basketball League, six major teams, and their security departments. Since all the usual seats were already booked, we decided to transform every little space and object we could find in the stadiums into a seat: a cooler, an exercise bike, an exercise mat, a medicine ball, and even a small corner between the stairs and the wall. Each seat was custom-made, and because these seats were priceless, fans could only win them on Betclic's social media.

Fans went crazy, and so did the results. In just one month, we received over 20,000 entries from fans who were thrilled to see new tickets available. We created 30 new seats when it was no longer possible to find a single one online or at the ticket office for less than 10 times their value.

All the French basketball clubs and the National Basketball League widely promoted the campaign, with no planning or media spent on Betclic side. More importantly, during the campaign, Betclic's consideration increased by 15 percentage points, and over 250,000 new followers subscribed to the National Basketball League's social media, significantly expanding the league's audience.

But what truly mattered to us was that 30 lucky winners were able to live their passion for sports and realize their dream: seeing Wemby playing at home one last time.