The brief was to encourage the everyday, social punter to reactivate their betting account or download the app for the Spring Carnival.
The biggest barrier was getting noticed and standing out. This is easily one of the most cluttered categories in Australia and Neds would be out-spent by the much bigger wagering brands.
Our solution was bringing to life a new positioning called ‘The Neds Level’. It was designed to reflect the brand’s pioneering approach to innovation and challenging the category. This soon served as internal ‘catch-cry’ for developing new products and user experiences.
We created a completely unique execution that tapped into the exciting, dynamic nature of the Neds’ brand and the audience’s love of all forms of sport. All in one big, highly noticeable integrated campaign.
The result was a huge 12% increase in app downloads. Total sales for the Spring Carnival were over 10% higher than forecasted.
