Parions Sport Goes After Expert Gamblers with Campaign from Rosapark
Over recent years, ParionsSport, the sports betting brand of France’s Française des Jeux, has helped democratise sports betting with its online and point-of-sale offers.
Today, to continue to occupy its dominant position in the market, the brand needs to go further and seek out the most critical target, and the hardest: expert bettors, the most experienced and demanding of players.
To meet this new objective, the brand developed two new applications offering a wide range of bets and products more adapted to expert bettors’ uses. And to win over their target, ParionsSport decided to revisit their brand message with the help of agency Rosapark. All part of a high-stakes game to become the sports betting brand for the experts.
"To become the preferred brand of expert gamblers, you have to go after them by showing them that you love them and that you understand them bettor than anyone else. To understand this target is to understand that they are gamblers like no other, that they bet with more intensity. For them, the tension, the stakes of the bet are sometimes even higher than those of the match itself," explains Sacha Lacroix, general manager of the agency.
That’s the objective in the brand’s new communications campaign, created by Rosapark, which shines the spotlight on expert bettors, those who experience bets with intensity, whether before, during or after the match.
"Our ambition was to develop a powerful, impactful campaign with a real personality that stands out from the competition, and even more broadly, from major sports brands," explains Jean-François Sacco, co-founder of the agency and creative director.
Like an ode to gamblers, glorified, celebrated as heroes, the two TV films (online and point of sale) highlight a community of gamblers, each with his or her own rites, habits, and ways of betting, feeling and rejoicing. Director Daisy Zhou, who was entrusted with capturing these emotions, uses a modern and crafted image, expertly blending lifestyle scenes and special effects. The music, remixed specifically by group Else, and the voice of rapper A2H, reinforce the film's emotional and powerful character.
The campaign begins September 1st.
