Extrabet

Challenge
Launch a superior to fixed odds gambling service prior to World Cup.

Response
Create a brand promise that football fans could relate to with humour. 'Quit while ahead' gave unlimited creative opportunities especially virally.

Wherever they (ABC1 males 25-40) talked, read about or watched football we reached them London and UK rail stations, lads' mags, men's lifestyle and sports magazines, washroom panels and beer mats in 1000 pubs showing the tournament live.

Results
2 month campaign delivered over 9,500 UK accounts opened (target was 2,500) 80% now regularly bet.