Parimatch rebranding "Fired up to win" campaign

client : Parimatch
services : Strategy / Creative / Media / Digital / Communications
geo : Global

Intro

The bookmaker Parimatch actively develops coverage areas - not just geographical but also mental. Amidst the high competition, the brand that matches the essence of the game, the categories, and players, attracts attention of the real game enthusiasts.

Task

To create a communication platform that would disrupt the audience's perception of betting. Boldly and unexpectedly! To win the hearts of the true betting enthusiasts that are in the base of bookmakers’ business.

Solution

We have made a complete makeover to Parimatch brand. We’ve spoken anew - our way, revealing the power of brand character to the fullest and getting as close as possible to the target audience. We’ve added more color, dynamics, and boldness in every visual manifestation of the brand; recorded a unique stylish bit, ignited the audience with neon Electric Yellow, and filmed a video of a person who is boldly up to any challenge on the way. Each of the Parimatch players is like this person!

Development

We have made everyone fired up to win! And we were not going to stop.

The next step in communication and the next level of challenge came with the shooting of a new video with the participation of Parimatch brand ambassador and UFC Champion Conor McGregor. There’s no one better than him to showcase the character of Parimatch and his loyal players to the fullest

It was epic!

For the new campaign, the DC team has filmed videos in Dublin and Kyiv. We’ve created a true champion’s manifesto vid; showed Conor's enchanting transformations and bold images of his surroundings. We’ve made this man not just a character of the script, but an absolute embodiment of the brand. There was everyone in the epic video - world masterpieces in a new interpretation, professional athletes, always ready for a game, pink flamingos, crocodiles, cats, and even a gorilla. No animals were harmed in the process - we thank the post-production geniuses for that.

Results

The campaign has captured media space since day one of launch, everyone got to know about how cool we were. By attracting the most active players through a resonating communication, the brand has overcome high competition. As a result, the business performance of the company has effectively increased. The awareness of the advertising campaign among the players reached 88%. A the brand was named correctly in over 90% of cases.

We are one step ahead and are always fired up to win!

Goals

New player

18% +

Profit

28% +

Player value

0 +
Results

New player

41% +

Profit

66% +

Player value

6 -

Ad Recognition

Among the players

88% +

Among non-players

59% +

Player value

>90 %

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