The One Show
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Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS24_OH035B
About the Work
In recent years, France has become an increasingly hostile market for sports betting operators who are accustomed to making over-promises in their communication. As the market gains new players, regulations become stricter. To address this context, the brand has positioned itself as an emotion amplifier for sports entertainment rather than a mere converter of scoreboards into cash. However, after an initial campaign to establish this new positioning, Betclic needed a brand act that definitively positions the brand as a global player in sports entertainment, rather than just a sports betting operator.
As the main sponsor of the French National basketball league (Betclic Elite), we had the opportunity to activate this mission for basketball fans. They were experiencing a unique and exciting moment: the stardom of France's greatest talent, Victor Wembanyama, who was preparing to leave for the NBA. The downside? All games were sold out, leaving fans desperate. Betclic needed to make sure they kept experiencing their sport with passion: in the stadium. That's why we created “Extra seats”, that didn't exist before, to see Victor through a one-of-a-kind outdoor experience.
This campaign is a unique experience that used seats as an outdoor medium. Rather than adding typical stadium seating arrangements, we took a completely different approach.
We introduced never-before-seen seats such as coolers and elliptical bikes placed in strategic places to experience the game close to the players. To ensure that the design was complete, we made the decision to customize the seats with the iconic colors of the Betclic brand and add seat numbers. This served not only to make them stand out during the game, but also to create a sense of exclusivity for the fans. By reimagining the use of seating and adding custom touches, we were able to create an unforgettable experience.
As the main sponsor of the French National basketball league (Betclic Elite), we had the opportunity to activate this mission for basketball fans. They were experiencing a unique and exciting moment: the stardom of France's greatest talent, Victor Wembanyama, who was preparing to leave for the NBA. The downside? All games were sold out, leaving fans desperate. Betclic needed to make sure they kept experiencing their sport with passion: in the stadium. That's why we created “Extra seats”, that didn't exist before, to see Victor through a one-of-a-kind outdoor experience.
This campaign is a unique experience that used seats as an outdoor medium. Rather than adding typical stadium seating arrangements, we took a completely different approach.
We introduced never-before-seen seats such as coolers and elliptical bikes placed in strategic places to experience the game close to the players. To ensure that the design was complete, we made the decision to customize the seats with the iconic colors of the Betclic brand and add seat numbers. This served not only to make them stand out during the game, but also to create a sense of exclusivity for the fans. By reimagining the use of seating and adding custom touches, we were able to create an unforgettable experience.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Marcel / Paris
Client / Brand
Betclic / Paris
Production Company
Goray / Paris
Prodigious / Paris
Art Director
Jules Perron
Copywriter
Grégory James
Creative Director
Jeremie Bottiau
Director
Martin Duchamp
Motion Designer
Vincent Iweins
Photographer
Jeremy Suchet
Producer
Aurélien Lemesle
Brand Creative Director
Yann Gilbert
Chief Creative Officers & CEO
Gaëtan du Peloux
Youri Guerassimov
Deputy Creative Director
Bryan Coste
Account Assistant
Maeva Leseur
Account Director
Yani Oukid
Account Manager
Quentin Seguret
Brand Manager
Mathias Bellamy
Co-CEO
Charles Georges-Picot
Pascal Nessim
Co-Head of Strategic Planning
Leoda Esteve
Head of Marketing Communications
Antoine Lillet
Head of Production
Timothe Rosenberg
Linguistic Consultant
James Blose
Michael Uttaro
Managing Director
Benjamin Taïeb
Marketing Director
Laurent Burel
Motion
Maxime Philippeaux
Production
Flavio Pesenti
Production director
Antoine Gay
Project Manager
Pauline Lemaitre
Projet Director
Marine Borreil
Set design
Célia Longcourty
Fred Cassellas
Sound Producer
Kevin O'Leary
Strategic planner
Ruben Hassan
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