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Loterie Romande

The global sporting event

As part of the 2022 FIFA World Cup, Loterie Romande worked on raising the profile of its sports betting platform "JouezSport". To this end, a comprehensive multi-lever strategy was developed that combined Connected TV, YouTube Preroll & Whitelist and Welcome Ads.

Solutions

RAISING THE PROFILE OF JOUEZSPORT DURING THE 2022 WORLD CUP

APPROACH

THE BETS ARE OPEN!

A customised programme was developed for this major event, aimed exclusively at the 18+ target group.

1: In addition to a traditional TV campaign, Connected TV was activated via TV streaming on Zattoo, video previews on YouTube and a selection of sports whitelist websites.

The advantage of this strategy: a premium environment that corresponds to the habits of our target group, which consumes more TV via an ‘on-demand’ approach. This measure also made it possible to reach a younger audience than on traditional television.

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2: An exclusive format was activated in direct booking to support TV scheduling: Welcome Ads on Blick.ch and Bluewin.ch.This format was used on three days in conjunction with strategic matches (one Switzerland match, round of 16 - Switzerland/Portugal, quarter-final).

The advantage of this strategy: an exclusive device with 100% visibility (capping of 1 imp/user/day). With Welcome Ads, you can work on target group coverage by reaching all Internet users as soon as they join the website.