Over recent years, ParionsSport, the sports betting brand of France’s Française des Jeux, has helped democratize sports betting with its online and point-of-sale offers.
Today, to continue to occupy its dominant position in the market, the brand needs to go further and seek out the most critical target, and the hardest: expert bettors, the most experienced and demanding of players.
To meet this new objective, the brand developed 2 new applications offering a wide range of bets and products more adapted to expert bettors’ uses. And to win over their target, ParionsSport decided to revisit their brand message with the help of agency Rosapark. All part of a high-stakes game to become the sports betting brand for the experts.
“To become the preferred brand of expert gamblers, you have to go after them by showing them that you love them and that you understand them better than anyone else. To understand this target is to understand that they are gamblers like no other, that they bet with more intensity. For them, the tension, the stakes of the bet are sometimes even higher than those of the match itself,” explains Sacha Lacroix, General Manager of the Rosapark.
That’s the objective in the brand’s new communications campaign, created by Rosapark, which shines the spotlight on expert bettors, those who experience bets with intensity, whether before, during or after the match.
“Our ambition was to develop a powerful, impactful campaign with a real personality that stands out from the competition, and even more broadly, from major sports brands,” explains Jean-François Sacco, Co-Founder of the agency and Creative Director.
Like an ode to gamblers, glorified, celebrated as heroes, the two TV films (Online and Point of Sale) highlight a community of gamblers, each with his or her own rites, habits, and ways of betting, feeling and rejoicing. Director Daisy Zhou, who was entrusted with capturing these emotions, uses a modern and crafted image, expertly blending lifestyle scenes and special effects. The music, remixed specifically by group Else, and the voice of rapper A2H, reinforce the film’s emotional and powerful character.
The campaign begins September 1st.
CREDITS
ParionsSport
Director of Sports Betting, FDJ : Richard Courtois
Marketing Manager ParionsSport : Karl Lorenzon
Media and Advertising Manager, ParionsSport : Alan Le Bras
Rosapark
Cofounders :
Jean-Patrick Chiquiar, Jean-François Sacco, Gilles Fichteberg
Managing Director : Sacha Lacroix
Advising Director : Soraya Cottin
Marketing Manager : Charlotte Permasse
Advertising Manager : Léna Maignan
CDs : Jean-François Sacco/Gilles Fichteberg
Copywriter : Nicolas Gadesaude
AD : Julien Saurin, Hugo Dupuis, Cyril Haoual
Strategic Planner : Sonia Guitz
Head of TV Prod : Elodie Jonquille
Art Buyer : Louise Bertin
Print Producer : Justine Dudognon
PR : Mélanie Colleou
Director : Daisy Zhou
Production Company : Boogie Nights
Post Production : Small
Sound Producer : Schmooze
Music : Else
ABOUT PARIONS SPORT
ParionsSport is the sports betting brand of La Française des Jeux (FDJ), which offers sports betting in points of sale through its “Parions sport point of sale” brand and online sports betting under the “Parions sport en ligne” brand.
The physical offer is offered in the 27,000 ParionsSport points of sale and is based on a side bet and an exclusive distribution game with “Loto Foot”. Since 2018, digital terminals have been installed, enabling gamblers to gamble independently and access a wider range of bets.
As of early 2019, ParionsSport point of sale is available on Alexa, Amazon’s voice assistant and all compatible devices.
The ParionsSport online application allows you to bet on more than 25 sports and offers a multitude of pre-match and live betting options. The streaming offer extended since the beginning of 2019 allows to amplify the bettors’ experience.
In 2018, ParionsSport became an official partner of the NBA, a first in Europe for a gambling operator, and of four French football clubs: Olympique de Marseille, AS Monaco, FC Nantes and Olympique Lyonnais.
ABOUT ROSAPARK
Founded in 2012 by Jean-Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco, ROSAPARK is an ambitious new agency model that offers power and seniority within a short, decompartmentalized and ultra agile structure. Rosapark is an agency that knows how to build strong and dynamic brands in a world that is always on the move. And the best proof of this know-how is the campaigns that the agency develops every day for its clients: Monoprix, ŠKODA, GRDF, ING, TGV INOUI, Cdiscount, OuiGo, Europcar International, Bonduelle…
About the Contributor
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.
