PROLINE+'s Dynamic Campaign Introduces the Plus Side of Sports Betting

Along with online access, Ontarians will see many new benefits including being able to place single-event sport bets, bet on live sporting events in real-time, and access thousands of new betting options across all major North American sports leagues and major international sports, including soccer, tennis, golf, boxing, and mixed martial arts.

The 'Plus Side' creative platform aims to make the new reality of sport betting felt, which has been long awaited by sport bettors across Ontario. 

Creative strategy and development was led by the The Hive, with Makers handling production, and MediaCom managing the media planning and buying.

A short teaser campaign in July created intrigue to motivate early registration through the creation of a visual portal that represented stepping into the world of PROLINE+. The new online offering is being launched in addition to the classic retail version and comes with a long list of ‘plusses’ for sports bettors. “The brand is designed around the idea of advantage – plusses inside of plusses. We wanted the brand to convey, with a bit of swagger, that playing on PROLINE+ is playing on the plus side,” says Hive ACD Naeem Walji.  

The creative platform aims at making the arrival of PROLINE+ as disruptive as the product itself. The film opens on a series of sports events in mid-action. A glowing green plus symbol opens on an empty city street and we watch as the athletes from each sport are pulled up out of their stadiums, through the sky over Toronto and into the new PROLINE+ portal. “We drew inspiration from the cinematic world of arrival films. You can’t overstate how many advantages this new platform will offer. It’s not an upgrade, it really is the arrival of a whole new world of sports betting that’s about to land here in this province,” says Hive ACD Mitch Duesling. 

The first wave of the campaign will run through to the end of January, supported by TV, OLV, digital, and social.

Additional consumer messaging will be distributed through precision-targeted digital media to communicate OLG’s responsible gambling commitment and available player tools, security, and its reinvestment into Ontario.

Active OLG.ca users can use their existing accounts to log in to PROLINE+, while new players can sign up at proline.ca.