FCB Is Crazy About the Odds in Its First Campaign for Unibet
Network’s New York Office Celebrates Unibet’s Passion for Sports Betting After Winning the Brand’s U.S. Business
FCB New York, in partnership with Unibet – a premium online gambling operator – today announced that it has launched a new campaign entitled “Crazy About the Odds.” The work is the first by the agency since Unibet selected FCB New York as its U.S. Agency of Record in December 2018.
The new campaign, which launches Unibet Online Sportsbook in the United States, reflects the universal truth that when you have money on the line, the experience is intensified to a rather absurd degree.
“We’re winking at bettors, acknowledging that when you have skin in the game, you may be reacting in ways that are perceived as odd by less-invested fans,” said Gary Resch, FCB New York EVP, Executive Creative Director. “For instance, why are you on the edge of your seat when it’s 49-3 while everyone else is filing out? Well, you took the over at 52, so the result is still in the balance.”
In Europe, Unibet has earned the trust of serious bettors, demonstrating for over 20 years an understanding of what players need in order to make informed bets and amplify their sports-watching experience. They seek to begin earning that trust in the U.S. by celebrating their kindred spirit with these bettors.
“We wanted the campaign to be an inside joke between Unibet and the savvy sports bettor. Not everyone will understand the dynamic portrayed in the ads, but the ones who do will know in an instant that we’re the brand that gets them,” said Arnas Janickas, Head of U.S. Marketing at Unibet. “They have a lot of choices out there, so we want to prove that Unibet is the one they want to be watching the games at the pub with.”
In this vein, the new campaign focuses on the raw emotion underlying sports betting moments. With different vignettes for different sports, the campaign will be relevant in every season.
For instance, two hockey fanatics have oddly been converted to tennis fanatics because of a simple bet. Two other bettors make a scene just seconds into a basketball game because they had money on who wins the tip-off. A gentleman pulls his own hammy celebrating a winning bet of a stolen base. While onlookers may think it pretty strange, FCB and Unibet understand that having a bet on a game amplifies the experience to the extent that exhibiting odd behavior is absolutely normal. Thus, the campaign rallying cry, “It’s not odd, it’s the odds.”
Unibet, which offers online sports betting, casino games, poker and bingo in 20 different languages for over 25 million customers throughout the UK, Europe and Australia, announced that it would expand into the U.S. in 2019, and tapped FCB as its key launch partner for the Unibet brand. Unibet is live in New Jersey, and looking to roll out in Pennsylvania later this year.
As legislation enabling online sports betting expands into states across the U.S., Unibet aims to deepen its authentic connection with its target audience while broadening the appeal to more casual sports fans who want some more “hell-yeah” moments.
“Crazy About the Odds” consists of online videos, digital radio spots, geotargeted paid social assets, as well as out-of-home and OTT video ads.
Unibet joins FCB New York’s impressive roster of iconic brands, which includes FDA, LG Electronics, Burger King and Lincoln Financial Group. This campaign launch is the first from FCB New York since its momentous showing at Cannes Lions, as the agency took home an unprecedented three Grand Prix, including the coveted Titanium honor.
Link to creative: https://www.instagram.com/p/B2RkTXPAozj/
FCB New York:
Ari Halper – Chief Creative Officer
Gary Resch – Executive Creative Director
Hernan Ibanez – Associate Creative Director
Justin Batten – Art Director
Nick Romano – Copywriter
Jon Gruber – Copywriter
Todd Sussman – Chief Strategy Officer
Adam Isidore – Director of Integrated Production
Henna Kathiya – Senior Integrated Producer
Jesse Morris – Project Manager
Janice Katz – Business Affairs Manager
Jared Shell – Account Director
Miles Brickley – Account Executive
Arnas Janickas – Head of Marketing, US
Manuel Stan – SVP Kindred, US
Mateusz Samolyk – Brand Manager, Global
Chris Bowles – Executive Producer
Chuck Ryant – Executive Producer
Steve Schofield – Executive Producer
Kevin Johnston – Executive Producer
Vanessa Lenarduzzi – Producer
Production Manager – Chelsea Ruckle
Krystn Wagenberg – Executive Producer
Casey Cayko – Senior Producer
Charlie Johnston – Editor
Rachel Butler & Kenji Yamauchi – Assistant Editors
Black Hole – Finishing/GFX:
Felix Cabrera – Finishing Producer
Reginald Butler & Andre Sam – Animators
Tim Farrell – Flame Artist
Isabel Gomez – Flame Assistant
Mary Tomasiewicz – Owner/Executive Producer
Eric Thompson – Sound Mixer
John Keatley – Photographer
Sean Frith – Producer
Fergus McCall – Colorist
Rochelle Brown – Producer
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Founded in 1873, FCB New York has helped build some of the world’s most iconic brands, like FDA’s “The Real Cost,” LG Electronics and GSK. Learn more at www.fcbny.com and follow us on Instagram (@FCBNewYork), Facebook (@FCBNewYork) and LinkedIn (@FCBNewYork).
Kindred Group is one of the world’s leading online gambling operators with business across Europe Australia, and the United States offering over 25 million customers across 11 brands a great form of entertainment in a safe, fair and sustainable environment. The company, which employs about 1,500 people, is listed on Nasdaq Stockholm Large Cap and is a founding member of the European Gaming and Betting Association (EGBA) and founding member of ESSA (sports betting integrity). Kindred Group is audited and certified by eCOGRA for compliance, with the 2014 EU Recommendation on Consumer Protection and Responsible Gambling (2014/478/EU). Read more at www.kindredgroup.com.