Searching for Australia’s unluckiest person

TattsBet (now rebranded as UBET), is one of Australia’s leading betting providers. In an industry that’s becoming increasingly competitive and sophisticated in terms of advertising output, the company needed a creative concept to leave its mark. Naturally, we had a few ideas.

The Challenge

As part of its sponsorship of the Brisbane Winter Racing Carnival, TattsBet asked us to create a campaign that would engage racegoers. The ‘holy grail of VIP experiences’ was up for grabs, so the campaign had to turn heads.

The Outcome

How do you change the conversation around placing a bet? Speak to the unlucky ones. The ones who have all but given up on ever winning a single thing.

To engage a new market for TattsBet, we created the Golden Wallet campaign and launched the search for Australia’s unluckiest person. To enter, you had to go to the microsite, take a quick questionnaire to reveal your unlucky score and then leave a short comment about your history of unluckiness.

A range of content was created for the activation, including the microsite, EDMs, videos, race etiquette guides and social media materials. The winner walked away with a gold-plated wallet, a VIP Stradbroke Day experience and betting vouchers.