French online betting group Betclic has launched its new Portuguese market multi-media marketing campaign to promote its Christmas offerings whilst parodying Portugal’s stale holiday advertising period.
Competing for airtime and attention against Portugal’s biggest retail brands, Betclic launches its ‘Jinglebet’ campaign produced by Lisbon creative marketing agency Coming Soon.
Seeking to expand its profile and coverage within Portugal, this summer Betclic marketing appointed Coming Soon as its lead creative account, tasked with developing Betclic’s new brand identity for Portuguese audiences.
Repositioning its brand, last August Betclic launched ‘Censored’ – the bookmaker’s first integrated campaign for Portugal featuring popular comedian António Raminhos poking fun at state-owned betting operator Placard’s limited digital offerings.
Backing Coming Soon’s work, Ricardo Domingues, Head of Portugal at Betclic, said “Betclic has a huge potential for communication, and for a few months now it has been trying to make a difference with out of the box campaigns that have worked very well with players. . I believe Coming Soon, which has provided the creativity of a team that has been working very well for so many years, is the right bet to continue our bold and differentiating positioning as well as brand growth.”
Betclic’s new executive team has earmarked growth within Portugal as a key corporate directive, a market in which the bookmaker has operated since 2016 with limited presence.
At present, Betclic is one of four international bookmakers who have maintained a presence in Portugal following the government’s 2016 gambling reforms which saw a number of operators leave the market after the introduction of an ‘unworkable’ 8-16% tiered betting turnover tax.