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Unibet Sportsbook: Crazy About the Odds

FCB New York, in partnership with Unibet – a premium online gambling operator 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 filling 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 behaviour is absolutely normal. Thus, the campaign rallying cries, “It’s not odd, it’s the odds.” View this post on Instagram At Unibet, we treat every game like it’s the championship round. Remember, there is never a meaningless moment when you have money on the line. 🤑 A post shared by Unibet Sportsbook (@unibetus) on Sep 11, 2019 at 7:36am PDT 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. About Kindred 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). Credits: 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 Unibet US: Arnas Janickas – Head of Marketing, US Manuel Stan – SVP Kindred, US Mateusz Samolyk – Brand Manager, Global Director: Adam Goldstein Circle: Chris Bowles – Executive Producer Chuck Ryant – Executive Producer Steve Schofield – Executive Producer Kevin Johnston – Executive Producer Vanessa Lenarduzzi – Producer Production Manager – Chelsea Ruckle Lost Planet: 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 Honey Mix: Mary Tomasiewicz – Owner/Executive Producer Eric Thompson – Sound Mixer Photography: John Keatley – Photographer Sean Frith – Producer The Mill: Fergus McCall – Colorist Rochelle Brown – Producer Read the full article

#CrazyAbouttheOdds #FCBNewYork #Unibet #UnibetSportsbook

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