Most people’s behaviors can be influenced by either manipulation or inspiration. In the super competitive world of sports betting manipulation is the easy way out. More bonuses, bigger prizes, lots n lots of freebies, etc -and hey, it works! It’s just the problem is -none of them breed loyalty. None of them create trust. And over the course of time they cost more Money (someone has to pay for it all),
In a marketplace where manipulation is the norm how does a new brand with limited resources stand out? How do they get heard? The alternative is Inspiration. By leaning on the reason WHY people play before the WHAT & the HOW, we were able to launch a brand campaign that positioned the brand for long term success by communicating in a way that was appealing and authentic to a very very specific demographic.
Strategy + Positioning + Art Direction
The Opportunity
In a marketplace where the competition focuses on who has the most money to incentivize consumer trials and conversion, we went the other way and focused on communicating in a tone that is relatable and down to earth.
The Process
Leveraging the insight that people are creatures of habit, we developed a concept that leaned on displaying how subtle yet significant the brand was and has been over the years.
Outcome
In under 8 months, the brand became the fastest growing business in the history of Tanzania sports betting, surpassing their revenue targets by 3x, and uniquely positioning themselves as an authentic brand breeds loyalty and has repeat customers.
The sports betting market is an extremely competitive one, every year, an average of 5 operators enter the market and many of the big brands are looking to outspend each other for share of voice – and GwalaBet is the first sports betting company that is fully owned by Tanzanians.
In an environment that is extremely cluttered, Gwala Bet came up with an exceptional USP that is to differentiate itself from the market by giving users the opportunity to ‘Bet for FREE’ every day.
Jingles for the Campaign.
As part of this campaign, we developed multiple catchy jingles to enhance brand recognition and engagement, and we’re pleased to share some of them below.
