Fairplay
The Ask
The Brand:
FairPlay Exchange is a challenger sports betting app.
Business Challenge:
It’s difficult to compete with larger bookies who dominate the market.
Objective:
Use influencers to build hype for their new game, “Jackpot Sevens” (predict the score of 7 Premier League games in a row).
Audience:
UK men, 18–45, sports fans, gamblers, ‘lads’.
FairPlay Exchange is a challenger sports betting app.
Business Challenge:
It’s difficult to compete with larger bookies who dominate the market.
Objective:
Use influencers to build hype for their new game, “Jackpot Sevens” (predict the score of 7 Premier League games in a row).
Audience:
UK men, 18–45, sports fans, gamblers, ‘lads’.
The Answer
Human Issue:
Lads are desensitised to betting promotions.
Context:
Jackpot 7s is essentially Skybet’s “Super 6s”, with another prediction required. That not only makes it forgettable, but also 10x harder to win than its competitor.
Insight:
Bookies are obsessed with offering better odds than each other, but there’s more to incentivisation than probabilities.
Strategy:
Make sports betting fun in a way that would never get past competitors’ legal teams.
Lads are desensitised to betting promotions.
Context:
Jackpot 7s is essentially Skybet’s “Super 6s”, with another prediction required. That not only makes it forgettable, but also 10x harder to win than its competitor.
Insight:
Bookies are obsessed with offering better odds than each other, but there’s more to incentivisation than probabilities.
Strategy:
Make sports betting fun in a way that would never get past competitors’ legal teams.
GET sports betters
WHO are bored stiff with betting promos
TO take on Jackpot Sevens
BY showing that Fairplay are the bookies with balls
WHO are bored stiff with betting promos
TO take on Jackpot Sevens
BY showing that Fairplay are the bookies with balls
Creative Platform:
Beat Kaleb’s Cock
Gormless farmer Kaleb Cooper (from Clarkson’s Farm) invites the public to beat his fortune-telling cockerel at Jackpot Sevens, with merch, experiences and bragging rights on social up for grabs.
It’s a knowing, innuendo-packed campaign designed to spread organically in lads’ group chats, spark downloads, and carve out a creative territory for Jackpot Sevens that could evolve into the future.
It’s a knowing, innuendo-packed campaign designed to spread organically in lads’ group chats, spark downloads, and carve out a creative territory for Jackpot Sevens that could evolve into the future.
The Result
Pitch won. It’s also the only time I’ve managed to use the phrase ‘experienced cock handler’ in a pitch. Fairplay insisted I oversee the project if they were to sign off.
However, before the campaign even kicked off, the ‘Jackpot Sevens’ product was discontinued, and the campaign never saw the light of day.
However, before the campaign even kicked off, the ‘Jackpot Sevens’ product was discontinued, and the campaign never saw the light of day.