Betsson unveils new âAnytime's Playtime' creative concept
Malta-based firm targets mainstream audience with new TV and digital ad campaigns
Betsson has announced a refresh to its flagship betsson.com brand, backed by a new TV ad campaign and creative concept.
The campaign centres around a new tagline, âAnytime’s Playtime’, and is intended to reflect the “spontaneity of play” and “element of fun” that Betsson says is at the heart of its products.
According to a statement from the Swedish firm, the concept will appeal to a more mainstream consumer by focusing on everyday people who find the time to play in ordinary situations.
The brand refresh is the work of creative agency Leo Burnett, which was appointed as the lead global creative agency for Betsson.com earlier this year.
“The new logo is simple and easy to understand; the tone of voice is playful and always light-hearted; and the handwritten tagline â which sits alongside the order and solidity of the well-recognised and trusted Betsson logotype â is irreverent,” Betsson said in a statement.
The TV ads – to be shown in Norway, Sweden and Finland – are accompanied by a variety of digital initiatives including interactive banners, copy-led initiatives that are “cheeky and conversational,” as well as continuous click-through banners where the dialogue continues with every click.
“Modern life is packed with dull situations and crowded trains or buses, with insufficient time for fun,” says Marcin Szpalerski, Betsson’s global brand manager.
“Playtime is that moment in time when people press the pause button of modern life. At Betsson, we empower users to inject that little bit of excitement back into everyday circumstances.”
Betsson is also hosting a competition across their social media channels, encouraging players to submit videos of themselves having fun at unexpected times to anytimeisplaytime.com.