NordicBet looks to raise its profile among sports fans with a brand makeover
Betsson Group-owned operator produces new TV ad and communications message to support revamp
NordicBet has created a new identity and communications concept in a bid to strengthen the brand with a “cross-market approach”.
The communications concept – “Makes sports bigger” – which was developed in collaboration with a Hong Kong advertising agency aims to not only showcase the operator’s passion for sport but also the supporters’ love for sport, Betsson Group said.
The facelift is backed up by a new TV advert directed by award-winning Danish director Jeppe Rønde, along with the involvement of production company Bacon.
This is the first example of Betsson Group’s new international design and creative hub which has been established to “streamline the company’s work within brand identity and design” across various markets.
NordicBet is the first to undergo a revamp, but other brands within the group supported by the global brand and creative team and led by director of brand and creative Kay Hook are set to receive similar treatment.
Ronni Hartvig, CCO of Betsson Group, said: “With our new international design hub we will be able to leverage marketing campaigns across brands and markets, creating synergies and efficiencies across the group. The Nordics are first out with this kind of collaboration, and other markets will follow.”
Betsson Group also highlighted how NordicBet is a favourite among sports fans in the Nordics after having been one of the first online bookmakers to offer bets outside the major leagues across Europe.
Hook said the advert was inspired by the fact many supporters have their own routines or superstitious rituals when it comes to backing their team.
“It can be wearing the team’s shirt, putting on lucky socks or having the same match day routines; all to support their team and doing whatever it takes to win.
“That perception is the starting point for NordicBet’s new campaign. But we have taken this a little further, adding true feelings, sometimes uncommon rituals and friendships, that makes sports bigger.”
Last month, Betsson announced an all-time high for revenue in Q2 driven by Latam and the region the company describes as ‘Central and Eastern Europe and Central Asia’.