Unibet Australia seeks deeper brand narrative with ‘It Pays to Speak Sport’

Kindred Group’s online sportsbook subsidiary Unibet Australia has launched its new multi-media advertising campaign ‘It Pays to Speak Sport’ to differentiate its brand from existing market incumbents.

The high definition campaign, which is narrated by Unibet Australia Ambassadors Brian Fletcher an NRL commentator and cricket counterpart Mark ‘Junior’ Waugh, has been developed by Sydney-based creative marketing agency AnalogFolk.

In its campaign brief, Unibet Australia and AnalogFolk underline that ‘It Pays to Speak Sport’ seeks to connect with sports audiences through deeper narratives that can only be expressed through sports.

Julian Timmins, Head of Marketing & Operations for Unibet Australia, explained: “A love of local and international sport and racing in all its forms is what unites our audience. And with that comes a sense of fan camaraderie and tribalism.

“Whilst, of course, every sport has its own language, as one of Australia’s leading online betting and sports platforms, Unibet speaks them all. This campaign shines a spotlight on the joy, pain and glory that comes as a result of following your favourite horses, players, and teams and that’s what Unibet is all about.”

The HD campaign will be launched across TV and Cinema channels on a 70/30 basis, with Unibet Australia set to launch further digital spots supporting the campaign.

Moving forward, Unibet Australia will utilise the ‘It Pays to Speak Sport’ tagline, which will feature across the bookmaker’s marketing inventory for 2019.

Richard Morgan, Executive Creative Director at AnalogFolk, added: “Every sport has its own jargon; from racing, to AFL, NRL, basketball to UFC. To the uninitiated, it may sound like complete nonsense, but to those in the know, it’s anything but.

“Speaking sport and having a true understanding of the game can not only give you an edge when it comes to placing a bet, but first and foremost the language of sport is something that unites our heartland audience in so many different ways.”

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