Cannes Lions

ONLINE BETTING

YOUNGNETWORK, Lisbon / UNIBET / 2012

Presentation Image

Overview

Entries

Credits

Overview

Description

Unibet is an online betting company with a bold communication strategy. Based on current events, online gambling is promoted using iconic persons. As football fans are Unibet's main target, what better person than the 'Special One', Jose Mourinho, to grab their attention? Starting from this idea, a bet was launched about Jose Mourinho being present at the Champions League Final, after his controversial statements about Real Madrid’s elimination.

We headed to Wembley for the Champions League Final, and when it was impossible for us get the real Mourinho we used a look-alike, assuring that the 'Special One' would be 'really' there! We found a Catalan with remarkable similarities to the 'Special One' and the action was set in motion.The agency launched the teaser: “Where is Jose Mourinho going to watch the Champions League Final?” The odds allocated by Unibet strongly suggested that it could be in London, which created an immediate buzz.1 day before the game, a viral video was released with the Jose Mourinho look-alike near Stamford Bridge. This video quickly reached 30,000 views. We assured that the press got the video.Afterwards, the look-alike went to Wembley, carrying a sign with the Unibet’s logo and the following statement: “I should have been at Wembley. Football has been robbed! This game is not over yet.” Millions of pictures were taken and everyone was asking about Unibet.Approximately 570 news articles were published in 24 countries. The action obtained an ROI of €1,270,000.

Execution

- Choose an iconic person - (José Mourinho) (April, 2011);- When it was impossible for us get the real Mourinho, we used a look-alike, assuring that the 'Special One' would be 'really' there! We found a Catalan with remarkable similarities to the 'Special One' (April, 2011);- A bet was launched about Jose Mourinho being present at the Champions League Final, after his controversial statements about Real Madrid’s elimination (May, 2011);- The agency flies to London with the José Mourinho look-a-like and shoots videos to put on Youtube that are also sent to the press (26th May, 2011).

Outcome

This action generated an amazing buzz with 134 tweets, 1,632 Facebook shares, 1,720 Facebook 'likes', and 2,226 Facebook Comments.Approximately 570 news articles were published in 24 countries. Hundreds of photographs were taken and there were thousands of people applauding in the field.

5 videos were uploaded on YouTube, beating records (1 reached more than 400.000 views). The action obtained a ROI of €1,270,000

Similar Campaigns

12 items

Jinder's Trotting Show

GULLERS GRUPP, Stockholm

Jinder's Trotting Show

2020, ATG

(opens in a new tab)