Sportsbet Goes Big Budget To Spoof Horse Racing In Latest BSi Campaign

Sportsbet Goes Big Budget To Spoof Horse Racing In Latest BSi Campaign

Sportsbet has again taken the opportunity to remind all racing fans to BS Responsibly with its latest campaign for the Spring Racing Carnival.

After the BS Brigade successfully maintained healthy levels of BS from racetrack to pub last season, the crew are back bigger and better as the evolved BSi.

The fully integrated campaign, which features SWAT teams, helicopters, highway patrols and even a forensics unit, was brought to life by Sportsbet’s internal creative team in collaboration with partners Deloitte Digital and FINCH.

Raman Goraya, creative director, Sportsbet: “Last racing season we found a lot of punters resonated with the insight of BS Responsibly. This year we had to take it to the next level with the BSi and give the crew a few more toys.”

Charles Baylis, executive creative director, Deloitte Digital: “Whether you’re trying too hard with your race day outfit, dispersing poorly researched tips or serving up a ‘deconstructed parma,’ be warned, the BSi are on the case.”

The headline feature of the campaign is Sportsbet’s new Same Race Multi product which the leading online bookmaker says is a game changer for racing customers.

Tim Hernadi, general manager of marketing, Sportsbet: “Our customers love our Same Game product for AFL, NRL and US Sports, so it’s a delight to bring them the category’s first racing equivalent to add another level of excitement to their carnival.”


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