Publicis Have a Flutter on the Horses for PMU

Since 2001, PMU has been offering the Pariez spOt service that allows everyone to bet simply. There’s no need to know the races or the horses to get involved in horse betting since it’s now accessible to all. Using the spOt formula, your horses are selected for you automatically according to bets from other players. 

 

A new global communication campaign (TV, billposting, print and web) by Publicis Conseil began on the 19thof November to boost awareness of Pariez spOt and allow as many people as possible to discover this unique horse betting experience. 

 

 

The billposting campaign will consist of three visuals representing characters on horses in place of jockeys and at full gallop. The appearance of these characters bears no connection to the world of horse racing: a biker, a bimbo and a middle-class woman. A simple and explicit tagline that with Pariez spOt "everybody can bet on the horses" will demonstrate the accessibility of the service. The campaign will also have a print component with a more detailed message explaining the service and the tangible evidence encouraging people to bet. In parallel with this campaign, PMU will repeat the "4 female friends" advert on TV, illustrating the same idea: everyone can play and win with a bunch of quirky friends who play and win at a racetrack. Please note: this advert was already released in 2006 and 2007 as part of a Pariez spOt campaign. 

 

 

The billposting campaign will be visible throughout France from the 19th of November and then relayed in print as well as at all PMU outlets.

 

Olivier Altmann, Chief Creative Officer : "The challenge was to get people who know nothing about betting into horse betting, whilst keeping the quirky tone that has brought success to recent campaigns. The idea then came to cross the grandeur of a race photo with the incongruity of unlikely riders. Photographer Vincent Dixon was then able to find the right tone to trigger a smile without forcing it”.