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.
We were greatly inspired by classic retro poster styles from past tournamnets, and wanted a graphic style which delivered immediate impact and maximum recall.
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.
The Road To Wembley campaign focused on the three main player types associated with each brand personality, and we created a persona 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 instinctive behaviour, not overthinking the play and trusting your gut feeling when predicting the winner.
This was very much a campaign directed to fans and their different personalities ,and messaging and visuals were created to help them choose their betting partner for the World Cup tournament.
How the customer experienced The Road To Wembley on each of the participating brand sites.
We planned a comprehensive above the line marketing campaign, with OOH and merchandise.
The graphic design and typography were purposefully reminiscent of classic poster styles of the past.
We executed the campaign identity for a TVC featuring NordicBet sportsbook ambassador Simon Kjaer, captain of the Danish team.
