Former NRL star, Anthony Minichiello, has taken on board an unlikely new role – giving lessons in Australian geography in a new campaign for online gambling site Ubet.
Teaching fans that the Australian map consists only of New South Wales and ‘Other’ may not earn him points in the classroom, but will rally passionate Blues fans in his first outing as rugby league ambassador for sports betting provider, UBET.
On the eve of the first State of Origin clash of the 2015 series, “Mini” takes a starring role in the tongue in cheek UBET campaign which includes print, digital, TV, radio and social executions, supported by the brand’s own channels.
It’s the first sports campaign under the wagering operator’s new brand, UBET, which launched last month, with ambassadors Minchiello, Jonathan Brown (AFL), Nathan Sharpe (Rugby Union), Greg Murphy (Motorsport) and Jason Bennett (US Sports) joining the team.
UBET’s general manager brand, Penny Glasson, said Minichiello was a great sport in playing the part.
“Mini is one of the most celebrated heroes in rugby league. We’re thrilled to have him on our team and it’s perfect timing off the back of the brand launch to focus on a core sport and appeal to the New South Wales market with one of their own facing the campaign,” Ms Glasson said.
“Origin is one of those games that transcends rugby league and even sport, in inciting that state against state patriotism. The creative is a bit tongue in cheek, but still taps into that passion.”
UBET’s ‘Australian Geography’ campaign was developed by The Monkeys, with media by Carat Brisbane, and goes live across all platforms in New South Wales today.