In a market flooded with new foreign competitors, Sports Interaction partners with Juniper Park\TBWA to assert its truly Canadian origin
Toronto-based global creative agency, Juniper Park\TBWA announced it has been appointed the agency of record for Canadian online sports betting company, Sports Interaction. The partnership begins with the launch of a campaign that is focused on reminding audiences of its genuine connection to Canada and Canadian sports.
With the federal legalisation of single-game sports betting in Canada, the market has been flooded with new foreign entrants all desperate to connect with Canadian audiences. Sports Interaction heads in another direction with a simple yet effective campaign reminding audiences of the brand’s authentic Canadian heritage. As a brand that has been operating in Canada for more than twenty years, they truly understand how Canadians interact with sport and sports betting.
“Sports Interaction is excited to be entering the next stage of growth in sports and sports betting with our new campaign ‘Wanna Bet’. A playful edge on connecting sports with the everyday activity of engaging with friends. Always rooted in our historic roots of being for Canadians, by Canadians with the brands history and tenure in the Canadian marketplace, Sports Interaction reminds Canadians that we (as fellow Canadians) understand the sports that they are interested in; said differently, how Canadians like to bet, and what they like to bet on,” said Katelin Bernard, chief marketing officer at Sports Interaction.
The “by Canadians, for Canadians” theme is prevalent throughout the campaign. The spot utilizes music by Canadian artists, showcases sports that resonate with Canadian fans, and features a voiceover that highlights the country’s favourite sporting moments of the year. Using the colloquialism “Wanna Bet?” as an entry point to show audiences the friendly competition and camaraderie that sports betting provides, Sports Interaction’s message is clear: the company knows how Canadians like to bet, and what they like to bet on.
“In an increasingly saturated market, the ‘Wanna Bet?’ campaign highlights Sports Interaction’s unique understanding of what makes Canadians tick,” says Liam Steuart, managing director, Precision Marketing, Juniper Park\TBWA. “We saw this as an opportunity to be distinctly Canadian by using valuable local sports and market knowledge. Sports Interaction sounds Canadian and acts Canadian, because it is Canadian.”
The campaign has launched across TVC, OLV and Digital and will be in market through November. The spot was produced by Bolt Content, music and sound design by Grayson Music, and media was handled by Spark Foundry.
AGENCY / CREATIVE
COMPANY NAME: Juniper Park\TBWA
CREATIVE DIRECTOR: Mark Fitzgerald
ART DIRECTOR: Ardit Hashimi
COPYWRITER: Phil Hahn
PRODUCER: Olivia Hannigan
PRODUCER: Narine Artinian
MANAGING DIRECTOR: Liam Steuart
CHIEF STRATEGY OFFICER: Des Jones
VICE PRESIDENT: Sohail Bhatia
ACCOUNT DIRECTOR: Jamie Kerr
ACCOUNT EXECUTIVE: Harsimran Rekhi
PROJECT MANAGER: Jodi Harvey
COMPANY NAME: Juniper Park
EDITOR: Natalie Trivino
MUSIC / SOUND
COMPANY NAME: Grayson Music
MUSIC: Jody Colero
SOUND ENGINEER: Vlad Nikolic
EXECUTIVE PRODUCER: Kelly McCluskey
PRODUCER: Nicholas Shaw
POST PRODUCTION / VFX
COMPANY NAME: Studio Feather
COLOUR GRADING: Jason Zukowski
COLOUR ASSISTANT: Rebecca-Koby Yamanaka
PRODUCER: Chantelle Blagrove
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