Can we play you every week?
New season awareness campaign for Star Sports targeting the 45% who regularly bet on football
Football is the most popular sport to bet on amongst UK punters and by some distance. 45% of active bettors regularly wager on all levels of the game, with the Premier League and Champions League two of the most popular competitions. Our campaign aimed to raise the awareness of Star Sports and resonate with the market audience by leading with well-known football chants (or bespoke variations of) supported by the aspirational call to 'Switch to Star'.
Utilising Generative AI – Midjourney – to create the visuals in motion and static form, the campaign took a digital first approach with 15s stings rolled out as YouTube pre-roll ads and across Star Sports' social channels.
Print variations also appeared in industry press and across Star Sports shops around the country.
