At the end of 2013, Serviceplan won the pitch for Austria's famous sports betting brand tipp3, prevailing against distinguished competitors, and got the assignment to create the multimedia campaign “Bet like the National Coach."
Based on consumer insight compiled in an intense brand development process, which revealed that tipp3 is not primarily about making big money, but rather about proving one's expert knowledge by successful bets, an equally involving and activating communication offensive was developed, overcoming all barriers of classic media communication and promotion.
The campaign showed people in daily conversational situations, demonstrating their particularly extensive knowledge of soccer and turning into Marcel Koller during their claim, the supreme soccer authority in the country, who could be gained as brand ambassador.
Two films were shot, directed by none other than Ulrich Seidl, a cult-director whose legendary style comes across as very Austrian and as authentic as possible, due to a total avoidance of professional actors and scripts.
In order to bring this transformation from the picture into real life, we set up a raffle parallel to the campaign, enabling one soccer expert to become a tipp3-National Coach and accompany the Austrian national team to an EM qualifying match with regard to everything that this entails.
Mode & Lifestyle