EPIC

Expertises: Growth Strategy, Acquisition Strategy, Product Management, Art Direction, Team Management, Media Planning
Services: Integrated Marketing Communication 360°, Brand Communication

efbet – Launch New Product and Promotion
September 2018

/ 01

INTRO

The fall of 2018 proved to be a key moment for the company’s development. After more than a year and a half of intensive work on the development of the new efbet mobile app, in which I took an active role in approving the final UI / UX designs, we finally managed to launch the new product, which had to meet the already rapidly advancing marketing.

Together with our partners from DNA and our in-house marketing department, which at that moment consisted of thirteen people, we have begun work on our largest advertising campaign to date, including a full 360 marketing campaign.

/ 02

THE CHALLENGE

The task the team was challenged with, was for us to show to our loyal, potential and wide audiences our new product, which was bundled with a promotion, namely the new company terms and conditions for an initial sports bonus. Together with our friends from DNA agency we needed to create a brand new product and promotion in a way that it could touch the hearts of the thousands of sports fans in our country… and hence we decided to do something Epic!

An additional “bonus” to this task came with the instructions we received one fine morning when we were told that we were doubling the bonus, which automatically had to trigger new key visions to make the difference and make people aware of the new terms as quickly as possible. What was more interesting was that the new bonus was going live in 48 hours, and in 72 hours there was a big derby scheduled at the national stadium. Generally, efbet deadlines are always due “by the minute”!

/ 03

THE CAMPAIGN

This was a good time to use some of efbet’s greatest resources available to us, namely some of the most well known Bulgarian athletes. As a sponsor of the country’s football champion, of the two of the most popular national clubs and the national volleyball and basketball teams, our company had an army of ambassadors, and benefiting from their emotional connection to the world of sport, we decided to bring together dozens of the most recognizable faces from the sports world in our country.

A constellation of stars! This has become the company’s trademark and during the almost four years of my work at efbet, our communications have become involved with the sports world, and over time narrowing the circle and paying particular attention to much smaller sports teams in smaller towns, collaborating for campaigns with their local heroes.

Using the power of narrow targeting allowed by Facebook and PPC campaigns, we have created personalized designs even on separate team themed pages on major sports websites. That way the public saw us as a brand giving a chance to every athlete to be a winner and deserving his place under the sun! Opening a bracket here, it is worth mentioning that in our portfolio of partners we had over 70 sports clubs from the 4th and 5th football leagues in Bulgaria.

Let’s go back on track though! Together with DNA and Demetry from Nulla.tv, we have created an epic masterpiece that has for long time echoed on TV and people’s smartphones. Of course, in order to keep it intriguing, we had prepared different formats of 6 ”, 10 ”, 15 ”, 30 ”, 60 seconds videos, including the entire constellation of athletes, as well as customized once for each key team. A full version of the video has also been adapted to the new markets such as Romania and Serbia, where efbet is gradually taking part.

/ 05

THE RESULT

The results we achieved with this campaign in the 2018-2019 season exceeded all expectations. The number of downloads of the mobile app has been growing, increasing by 183% compared to the previous year (season).

Here came as well the biggest benefit for the company – the number of new customers, which hit a record in October with more than 32% growth compared to the previous month and more than 119% compared to the same period of the previous year. The company’s GGR has hit an average of 52% growth throughout the campaign. The TV reach was 4.2 million people, while the online reach did not bypass any sports fan aged 18-55 in Bulgaria.

The soundtrack of the song mixed for us by Brevis has become emblematic, and it was not unusual to get on the subway and hear someone’s phone ring with the electrifying track.