The Betsson, NordicBet and Betsafe 2018 Road To Wembley World Cup campaign concept, created to build a unique buzz around a tournament for which we had no access to assets, nor could even mention by name. The name Road To Wembley built on fans' associations with the iconic London stadium, spiritual home of the World Cup that would hopefully see the triumphant tournament return after an England win in Moscow.
The inspiration
We were greatly inspired by classic retro poster styles from past tournaments, and wanted a graphic style which delivered immediate impact and maximum recall.
A powerful graphic campaign identity
In the run up to the 2018 World Cup we wanted to create something unique and ownable for all of Betsson's sportsbook brands to share in - a set of visual assets adaptable by market, to create a memorable fan experience. A true multi-brand campaign which played to the strengths of each participating brand in a unique, first-of-its-kind campaign. This landing page function was to sort the players by personality type, and direct them to the brand best suited to them.
Campaign presentation video
This explainer video sets out the premise for the whole campaign concept.
The three brand pillars of the campaign
The Road To Wembley campaign focused on the three main player types associated with each brand personality. We created a persona journey for each, to allow customers to choose whichever brand best suited them.
Betsson players are social and fun-loving, wanting to share the experience of sporting events and betting on them with their friends. Very much a case of listening to your heart...
NordicBet players are known for using their head, and making use of their deep knowledge of the sports they follow, and the teams they support, to be able to predict outcomes.
Betsafe players are all about instinct, not overthinking the play and trusting your gut feelings when predicting a winner.
This was very much a campaign directed towards the fans, and messaging and visuals were created to help them choose their betting partner for the World Cup tournament.
The Road To Wembley campaign poster with key visual.
How it translated to the web
How the customer experienced The Road To Wembley on each of the participating brand sites.
Out Of Home campaign material
We planned a comprehensive above-the-line marketing campaign, with OOH and merchandise.
Billboards and full page print ads created an unmissable visual feast.
The graphic design and typography were purposefully reminiscent of classic poster styles of the past.
Danish TVC and OLV featuring NordicBet ambassador Simon Kjaer
We executed the campaign identity for a TVC featuring NordicBet sportsbook ambassador Simon Kjaer, captain of the Danish team. Firstly in the Danish team colours, above, and then in the NordicBet brand colours below.