A Good Bet marks Virgin Bet’s first brand campaign outside the UK, created for the South African market by Joe Public and shot by Darling Productions (Image supplied)
The campaign moves away from the outcome-led conventions of the betting category.
Rather than leading on winning, A Good Bet focuses on the enjoyment across sport and entertainment - from the entertainment of watching a game and the excitement of casino play, to the conversations and shared moments around both - introducing South African audiences to the Virgin Bet proposition through a distinctly local lens.
Launching in a competitive market
The campaign rolls out with the start of the sporting season, providing a key moment to build brand visibility.
Television will play a major role in reaching audiences at scale, with sport providing a strong contextual environment for Virgin Bet to connect.
OOH will further build visibility beyond TV, while digital and social activity will extend the campaign’s reach and engagement across the channels audiences use every day.
Brendan Hoffmann, executive creative director at Joe Public, says that to launch Virgin Bet in a highly competitive market, we needed to make it look, sound and feel different to the usual betting ad.
“The TV ad is a celebration of what A Good Bet is – and that’s so much more than just winning. It’s the highs and lows, the excitement and anticipation, the big moments and little ones, brought to life in a uniquely Virgin way for a richly diverse South African target market.”
Chloe Coetsee, director, Darling Productions, adds that the idea was to hone in on the human truth of how a good bet really feels - “The small, instinctive moments of celebration and delight.”
She explains, “ The slower frame rate meant we could suspend the performances just enough to give it a subtle but still cinematic confidence to cut through a category that usually shouts.
“It was great to work with a brand and creative team doing something so different in the category.”
A considered approach to SA
Virgin Bet is taking a considered approach to building its brand in the country.
The activity represents a significant investment in building Virgin Bet as a brand in South Africa, with this first phase focused on making the brand known, establishing its credentials and building familiarity with A Good Bet.
As that foundation is established, Virgin Bet will place greater emphasis on its products and propositions, and broaden its channel mix over time.
Gail Odgers, general manager, Virgin Bet South Africa, says, “Right now, it’s about establishing the brand, building familiarity and giving people a clear sense of what we stand for.
Odgers says once that foundation has been built, it can start to place greater emphasis on their roducts and propositions, giving consumers more reasons to choose Virgin Bet.
“For us, it’s about building the brand in the right way and making sure we have a strong foundation to grow from. A Good Bet’ is an important first step in that journey.”
Credits
Joe Public
Chief creative officer: Xolisa Dyeshana
Executive creative director: Brendan Hoffman
Creative director: Daniel Fisher
Art director: Jason Gien
Account management: Michelle Bekker & Jemma Sainsbury
Managing director: Khuthala Holten
Strategist: Ben Shapiro
TV producer: Wendy Bot
Art buyer: Tammy Chetty
Juno Media
Tanya Schreuder: CEO Juno
Portia Sylvester: Business unit head at Juno
Darling Productions
Director: Chloe Coetsee
Executive producer: Lorraine Smit
Executive producer: Melina McDonald
Producer: Saskia Finlayson
Director: Kelly Ryan
Editor: Matthew Swanepoel
Post production: Mushroom Media
Post producer: Zintle Boki-Kununka
Colourist: Kyle Stroebel
Sound design: Stephen Websterroducer: Zintle Boki-Kununka
Colourist: Kyle Stroebel
Sound design: Stephen Webster
PR agency
Irvine Partners, MatchFit
