01 l CHALLENGE
How do you win in a crowded Ontario sports betting market when global competitors are outspending you?
With the open market, PROLINE had lost lapsed players to global sportsbooks and needed to acquire existing sports bettors who already had established routines with competitors.
02 | THE STRATEGIC DIAGNOSIS
The opportunity wasn’t to outspend the competition. It was to stand apart.
The category was crowded with brands selling excitement. PROLINE had room to move beyond a serious, athlete-centric image and put the bettor at the centre.
03 | INSIGHT TO IDEA
Bring the bettor, not just the sport, into the story.
We tapped into the moments, people and situations that make sports betting exciting, social and unpredictable, and turned that into a clear creative platform.
04 | THE EXECUTION
Make the moments around the game as interesting as the game itself.
We brought Make Things Interesting to life through real, relatable and unpredictable situations that connect with bettors when their passion for sports is at its peak.
05| THE IMPACT
PROLINE’s most successful campaign.
Make Things Interesting re-energized the brand, with strong growth across key metrics.
