Interactive

Sweden – Betsson reveals brand new look

By Phil - 24 October 2016

Betsson.com, the flagship brand of the Betsson Group, has revealed a brand new creative concept under the tagline ‘Anytime’s Playtime’, to support the evolution of the 15-year old brand.

Brought to life through two TV commercials, the brand refresh reflects the spontaneity of play and aims to highlight the element of fun, which is at the heart of the customer experience. The concept gives new meaning to the notion of playtime, and will appeal to a much more mainstream consumer by focusing on everyday people who find the time to play in completely ordinary situations.
The TVCs are accompanied with a suite of digital advertising creatives 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.

The new logo is simple and easy to understand; the tone of voice is playful and always light-hearted; and the handwritten tagline – which sits alongside the order and solidity of the well-recognised and trusted Betsson logotype – is irreverent.

The brand refresh is the work of creative agency Leo Burnett, who were appointed as the lead global creative agency for Betsson.com earlier this year.

“Modern life is packed with dull situations and crowded trains or buses, with insufficient time for fun,” said Marcin Szpalerski, Global Brand Manager, Bettson.com. “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. We listened to our users talking about their playing habits and preferences and marvel at their creativity. Regardless of what is going on around you, anytime can be made more exciting by playing with Betsson.”

Betsson are also hosting a competition across their social media channels, encouraging players to think about fun opportunities taking place at unexpected times. Betsson have created several funny videos as inspiration and customers are asked to upload their own photos or videos to try to win the chance to be featured in future Betsson.com advertising campaigns as well as a host of other prizes.