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Extrabet - England can't win at the World Cup but fans can

Challenge
Launch a superior to fixed odds gambling service prior to World Cup. Make the complexities of an innovative online gambling service easy to understand and accessible to the mass market.

Response
There is a passionate, dedicated and slightly mischievous attitude that unites football fans across the country. Extrabet tapped into this to create a brand promise that football fans could relate to with humour. The 'hero' of the marketing could quite easily be them. 'Quit while ahead' gave unlimited creative opportunities across all media especially virally.
Rather than blitz everywhere with expensive media, it was the world cup, we reached then wherever they (ABC1 males 25-40) talked, read about or watched football. This meant when they travelled to work, lads' mags, men's lifestyle and sports magazines, as well as washroom panels and beer mats in a 1000 pubs showing the tournament live.

Results
2 month campaign delivered over 9,500 UK accounts opened (target was 2,500) 80% now regularly bet.