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LEON
LEON your championship, your bookmaker

RAN IN: Russia

CLIENT
BC Leon

AGENCY
Proximity Media *Lead Agency


Media Direction Sport *Lead Agency


SUMMARY

Is it possible to compete against market leaders, to break established rules, to shake up audience and to become an object of discussion if your budget is 5-10 times lower than competitors? BC «Leon» accepted the challenge and our bet has won! Creative: using recognizable voice of Sergey Shnurov (the Federal Law No.38 prohibited using Human’s image in advertising) helped to change brand perception.  Media: while all competitors were buying all available TV-inventory in sport broadcast we decided to reach audience in non-sport high-affinity channel in the moment when they decide to place a bet and select bookmaker.

CASE VIDEO


Audience: In Russia 21% of people who are interested in sport make bets. 50% of them make bets  less  than once per 2-3 months. The main goal for all category’s players is to attract a new audience and to increase betting frequency. Men aged 25-45 who are interested in sport and have sufficient income to bet were selected as a target audience.

Objectives: Business: 1.    To increase growth of registered users to 40% by the end of 6 month campaign VS 5% at the same period in last few years – 8 times. 2.    To increase the number of bets by 60% Media: To increase BC Leon site traffic 3 times by achieving 50% of TA reach

Type: B2C

Language: English, Russian