Making 188BET more than a number

188BET wanted to relaunch in the UK, but in a crowded sportsbook market, they needed to strike a chord with bettors. So we positioned 188BET as a no-nonsense bookie, offering great prices without the gimmicks.

Establishing a clear brand personality and a new tone of voice, we used Cheltenham Festival as the focus for our launch. While TV was at the heart of our campaign, all activity was supported by national press ads, digital streaming audio on TalkSport, location-targeted OOH and dynamic display ads.

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