BUSINESS

LeoVegas asks players to punk their relatives; BetVictor seek new creative team

TAGs: BetVictor, LEOVEGAS

leovegas-gone-to-vegasOnline betting operator BetVictor is looking for a new creative team to manage its public image ahead of the Euro 2016 football tournament.

Campaign Live recently reported that BetVictor had sent out invitations for agencies to pitch ways to position the betting company ahead of this year’s UEFA European Football Championship, which is second only to the FIFA World Cup in terms of betting activity.

The pitch process is expected to take place by the end of February. VCCP, BetVictor’s creative team since 2012, intends to compete with the rest of the creative rabble to retain the job.

VCCP was behind BetVictor’s recent efforts to adopt a more serious tone than the jokey spots featuring comedian Paul Kaye that dominated the company’s previous brand identity. The new “no noise, no nonsense” spots that debuted in November featured two more refined, upscale ‘modern gents’ discussing the ease of wagering with BetVictor using a “simple as” theme.

Meanwhile, mobile gambling operator LeoVegas has rolled out a new TV campaign based on the theme ‘Gone to Vegas.’ The campaign, which was crafted by creative agency Toast and brought to life by production company Nic and Sune, will air on multiple UK channels, including Channel 4, SkySports, ITVB3 and the male-focused Dave.

The ads (sample below) feature a variety of characters evading life’s more mundane moments and leaving behind post-it notes saying they’ve “gone to Vegas,” which is later revealed to mean the person is playing LeoVegas on their mobile.

LeoVegas is running a promo that asks players to text the phrase to relatives and submit screenshots of their relatives’ responses. The most amusing reaction will win the player a chance to go to Vegas for real.

LeoVegas recently signed Swedish celebrity skier Jon Olsson to help promote the company in his native land. The three-year deal will feature Olsson participating in a number of stunts, including taking part in this summer’s Mongol Rally, a 30-day, 20k-kilometer drive from London to Mongolia.

Comments

views and opinions expressed are those of the author and do not necessarily reflect those of CalvinAyre.com