BACKGROUND:

Since 2019 the JimJam team have been responsible for the re-branding, strategy, creative and production for Blue Bet. They exceeded all KPI’s while helping it grow from a relatively small player in the market to one of the more prominent gaming brands today – which recently floated on the ASX and is expanding into the US.

CHALLENGE

Launch the BlueBet brand into an extremely overcrowded gaming market, with a fraction of the budget compared the big players.

INSIGHT:

In the incredibly crowded online gaming market BlueBet had a major point of difference – they’re one of the few 100% Australian owned bookmakers.

Being a relative newcomer this would form the basis for a ‘true blue’ branding campaign that only BlueBet could own.

IDEA:

Aussie punters love Australia and what it stands for and Blue Bet is the only 100% True Blue Aussie Bookie.

We created over 150 assets which were rolled out in TV, radio, online video (60, 30, 15, 6 secs) website, digital, outdoor and social channels, plus logo design and style guide.

RESULTS:

Increased membership:
Increase awareness and engagement – 73% video completion rate and increase in website traffic of 123%.

Visitation and hotel and Airbnb booking rose by an unprecedented 37% since the campaign launched in early 2019.

2^ND YR 2021 BLUE BET 2.0 ‘BLUUU-EEE 2’

Following on from the incredibly successful ‘Bluueeee’ campaign was always going to be a tough task. That is until you start digging a bit deeper into the rich Aussie culture we all share. These insights were all intrinsically linked back to the fact that BlueBet is one of the few Australian owned bookmakers.

3^RD YR BLUEBET 3.0 ‘BLUE BET KINDA GUY’

In this, the third year of BlueBet’s incredibly successful ‘Bluueeee’ campaign, we wanted to celebrate our loyal members and members of the wider punting community –  the kinda guys who share the same Aussie principles our like-minded audience can all relate to. We called this group ‘The Blue Bet Kinda Guys’