THE BIG NEWSPAPER FAKE by J. Walter Thompson Vienna for Osterreichische Sportwetten

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THE BIG NEWSPAPER FAKE

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Industry Lottery & Gambling
Media Promo & PR, Case study
Market Austria
Agency J. Walter Thompson Vienna
Executive Creative Director Markus Zauner
Art Director Philipp Jandl
Copywriter Robert Kuchar
Client Service Director Mag. Gabriele Plötzeneder
Released February 2011

Credits & Description

Category: Best Use of Print
Advertiser: ÖSTERREICHISCHE SPORTWETTEN
Product/Service: TIPP3 SPORTS BETTING
Agency: JWT VIENNA
Date of First Appearance: Feb 8 2011
Entrant Company: JWT VIENNA, AUSTRIA
Art Director: Philipp Jandl (JWT WIen)
Copywriter: Robert Kuchar (JWT Wien)
Executive Creative Director: Markus Zauner (JWT Wien)
Graphic Design: Maryam Fakhran (JWT WIen)
Graphic Design: Babette Brunner (JWT Wien)
Account Assistant: Nefize Can (JWT Wien)
Client Service Director: Gabriele Plötzeneder (JWT Wien)
Media placement: Newspaper - Kronen Zeitung - 10.2.2011
Media placement: Newspaper - Kurier - 10.2.2011
Media placement: Newspaper - Vorarlberger Nachrichten - 10.2.2011
Media placement: Newspaper - Oberösterreichische Nachrichten - 10.2.2011

Insights, Strategy & the Idea
The challenge was to position tipp3 as the leading supplier of sports betting for the football division.

The target group is the male, enthusiastic football fan between 20 and 59, not gamblers!
tipp3 offers socially acceptable betting.
tipp3 is a “to go”-product – people bet in passing. It is not so much about winning money, but much more about the affinity towards sports, playing and fun.

We wanted to reach the target group exactly where they inform themselves about football: In the sports section of their daily newspaper.

Creative Execution
By creating a print ad that has the look of an ordinary sports picture in the newspaper, it was possible to use the ad also as an editorial.

We took it and placed it – just like a “real” sports picture – directly within the news coverage in the sports pages of daily newspapers.

To guarantee a broad reach, the campaign was placed in Austria’s four biggest newspapers and was therefore seen throughout the whole country.

Results and Effectiveness

tipp3 succeeded in overtaking their strongest competitors bwin and bet-at-home in favourableness and brand impact.
The communication is very clear and easy to understand; the brand idea of tipp3 is delivered to the customer to a large extent.
The awareness was increased by 40%, the betting turn-over by 30%.

What’s more: tipp3 became the topic of the day and top of the mind when it came to football betting.

(Source: Focus Media Research)