Global gaming operator Unibet wanted to create an authentic and engaging campaign to highlight the platform’s unparalleled athlete statistics and historical data.
“The Calculated Man”, a four-segment content series created by HooZu, shows players that using Unibet will give them the expert edge needed to take a calculated risk and place a better bet.
Featuring UFC champion Tyson Pedro, AFL hero Kane Cornes, NRL legend, Corey Parker and dual international, Lote Tuqiri, each segment reveals how one of these professional athletes functions as a calculated risk taker, then challenges the viewer to be calculated in their risk taking too.
The first video ‘Tyson Pedro x Unibet Calculated Man’, which was released on Thursday 31 May, builds a personal connection between the viewer and Tyson by revealing that one of his biggest calculated risks was whether to attend a selective school or continue on his journey of fighting.
The campaign also shares intimate details about the players, such as their signature move and what helps them get in the zone before a big game or fight (for Tyson, it’s having a boogey to Mariah Carey’s music).
The aim is to create more engaging content whilst also alluding to the unparalleled knowledge and data that Unibet provides its users with.
HooZu head of content Mark Graham said, “the focus of the video was on distinguishing Unibet from its competitors by highlighting that its players have access to more of the statistics and historical data needed to make an informed bet”.
HooZu and Unibet chose each of the athletes to appeal to a different audience segment, for example Tyson speaks to a younger audience that follows UFC, while Lote talks to a slightly older NRL crowd.
HooZu Productions then wrote and produced videos that suited those audiences whilst still retaining the format and messaging to be an engaging and on brand piece of content.
Unibet head of marketing and operations Julian Timmins said, “what we love about the Calculated Man campaign is that it accurately represents our brand and the key message that we provide players with access to more information, at the same time as having strong visual appeal and production value.”
Within a five day period the initial video featuring Tyson Pedro has had a 40 per cent engagement rate on Tyson’s social channels.
The rest of the videos will go live over the next couple of weeks.
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]