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Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Gala Bingo: Playing the long game

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Gala Bingo, an online bingo brand, increased ROI and awareness in the UK by launching a multi-year TV sponsorship deal to reach a more diverse audience.

bwin: How we went long and bet on brand for the 2018 World Cup

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Bwin, an online betting brand, boosted revenue and profit in Europe by going big with an emotion-driven brand-building campaign for the 2018 FIFA World Cup.

How bwin dreamed big, got bold, stole the World Cup, and won 31 million bets in six weeks

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Online betting brand BWIN expanded its market in DACH (Germany, Austria, Luxembourg and Liechtenstein) at the 2018 FIFA World Cup with its campaign Who Stole the Cup?

Paddy Power: Save Our Shirt

Case Study • Marketing Society, The Brave Awards, Winner, Creative Use of Media, 2020

Paddy Power, an Irish bookmaker, created change in the betting category and encouraged brands to stop placing huge logos on football shirts by releasing a fake, sponsored Huddersfield Football Club shirt to enrage the public before unveiling the real, sponsor-free shirt.

Upsetting the odds: La Francaise des Jeux’s recording-breaking IPO

Case Study • SABRE Awards, Gold, EMEA, 2020

La Francaise des Jeux (FDJ), France's lottery operator, promoted its privatisation in France by creating a webpage, films and posters to spread information and a multi-channel hotline to answer questions.

Lotto 6/49: Integrated Year 3

Rankings • WARC Effective 100, 2020

Lotto 6/49, a Canadian Lottery game, increased sales among millennials in a long-term campaign that showed the lucky moments of life.

Lotto: Imagine

Rankings • WARC Effective 100, 2020

Lotto, the New Zealand lottery operator, restored people’s faith in winning by showing them what they could do if they won.

Supermatch: We are all experts

Case Study • WARC Cases, 2018

Sports betting operator Supermatch increased in popularity with a campaign that celebrated Uruguayans’ passion for football.

Loterias y Apuestas del Estado: Joker Festival

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Loterías y Apuestas del Estado, a Spanish lottery brand, increased sales of its Joker lottery tickets by launching a Joker musical festival to attract younger audiences in Spain.

Behind the Paddy Power tone of voice

Article • Brian Carruthers, Event Reports, MAD//Fest London, November 2019

Discusses how bookmaker Paddy Power approaches marketing challenges using its distinctively cheeky tone of voice.

A ton of data and an ounce of emotion: Customer-centered CRM communication optimisation process

Research Paper • Leszek Haba and Piotr Idzik, ESOMAR Conference papers, Fusion, 2019

Looks at optimising customer relationship management (CRM) communications with a focus on the bookmaking industry in Poland.

Winning the lottery: Maximising marketing effectiveness through data fusion

Research Paper • Nicole Huyghe and Marthe Gruloos, ESOMAR Conference papers, Fusion, 2019

The National Lottery, the Belgian state-franchised lottery, took its marketing to the next level by combining research and data to tailor its comms.

TAB: Head v Heart

Case Study • Effies (Australia), Bronze, Australian Effie Awards, 2019

TAB, an Australian online betting company, increased awareness and consideration in Australia by launching a film featuring Team Head and Team Heart to highlight opposing betting strategies.

Fox steps into betting arena

News • 03 September 2019

Fox has become the first leading US media company to launch its own betting platform, Fox Bet, as it enters a market worth up to $150bn.

Pranking the masses: did Paddy Power hit the mark?

Opinion • Philip Slade, August 2019

Paddy Power revealed that its sash across the Huddersfield Town kit was a prank. Jaywing's Philip Slade asks whether the prank had the intended effect.

YouGov Ad of the Month – UK: EuroMillions

Opinion • BrandIndex, August 2019

In July, EuroMillions achieved the highest uplift in Ad Awareness of any brand in the UK, followed in second place by its closely-linked parent company The National Lottery.

New Zealand Lotteries: Lotto Imagine

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lotto New Zealand, a Crown entity that operates nationwide lotteries in New Zealand, increased annual sales with an ad that featured two friends who split the winnings of a Powerball lottery.

Loterie Romande Platform Redesign

Case Study • Design Effectiveness Awards, Gold, 2019

Loterie Romande, the lottery provider for the French-speaking Swiss population, redesigned its e-gaming website to create shuffling site that follows weekly draws to increase visits in Switzerland.

US media companies take a punt on sports betting

News • 22 May 2019

The legalization of sports betting in the US has unleashed plenty of new opportunities – with accompanying risks and challenges, both from a business strategy perspective and an ethical one – for many of America’s best-known and big

888sport: Big Narstie – From Rapper to Reporter

Case Study • SABRE Awards, In2 EMEA, Best Influencer Programs + Endorsements (Paid), Gold

888sport, the multinational online sports gambling company, differentiated itself from the competition in the UK through partnership with a celebrity grime MC.

Paddy Power: Rainbow Russians

Case Study • Richard Butt, Alydia Noble, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Irish bookmaker Paddy Power increased standout by tackling homophobia in football and leveraging World Cup 2018 to drive its LGBT+ charity campaign in the UK.

Media giants adapt to US sports betting rule change

News • 08 April 2019

Media companies including ESPN and Turner are carving out new content opportunities following last May’s Supreme Court decision to lift a 1992 ban on sports betting.

Ad of the Month – UK: National Lottery

Opinion • BrandIndex, April 2019

The ad which achieved the highest uplift in awareness in the UK during March was from the National Lottery, as it launched Set for Life, its first new game in 13 years.

Lotto: Imagine

Rankings • WARC Effective 100, 2019

Lotto, the New Zealand lottery operator, restored people’s faith in winning by showing them what they could do if they won.

How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
How to develop an effective Customer Experience strategy

Article • John Sills, WARC Webinars, October 2018

John Sills, Director of The Foundation, discusses what customers are really feeling, thinking, and doing – and what’s driving those emotions – at each step of the customer experience.
Delivering effective digital customer experiences

Article • Jamie Brighton, WARC Best Practice, January 2018

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
How to market effectively to Millennials

Article • Ola Mobolade, WARC Best Practice, May 2016

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.