Pantelis C. Kotopoulos

Winner of the inaugural YouTube Works for Brands Award 2017 with #LuckIsNoCoincidence campaign

https://youtube.thinkwithgoogle.com/success-stories/why-unibet-is-betting-on-video-to-score-loyal-new-customers

Gold Award for Best Campaign in the Travel, Leisure and Entertainment category, for our sports science content series 'Luck Is No Coincidence'.

Grand Prix for our sports science content series #LuckIsNoCoincidence

As voiced by Julia Porter, Board Director of DMA: 'Amidst a high quality range of campaigns and innovative thinking in this year's Grand Prix, Karmarama's Unibet campaign was a highlight. It successfully combined a brave strategy in a challenging sector to truly stand out with great creative and fantastic results’

Bronze in the category of Best Use of Video for our sports science documentary series #LuckIsNoCoincidence. Up against brands such as IKEA, Honda, British Airways, Nissan, Microsoft, Volvo, and more.

Gold in Best Non-Retail Consumer category, for our disruptive campaign, Luck Is No Coincidence. Up against brands such as Shell, Virgin Media, Sky, Hive and more.

eGaming industry's highest marketing award. Awarded for the most innovative, intelligent and creative marketing campaign of the year for our sports science documentary series #LuckIsNoCoincidence

Campaign: Unibet - Luck is no coincidence

Category: Best Travel/Leisure/Sports Content Marketing Strategy/Campaign

https://www.youtube.com/watch?v=r5Iituw5Fko

#GOHOLLY campaign

Australians love getting behind an underdog and there was no greater underdog at UFC 193 than Holly Holm (the opponent of superstar Ronda Rousey). Rather than rolling out a standard sponsorship campaign, our strategy was to do what only a betting brand could do. Unibet leveraged their odds-making ability and did the unthinkable: they made 10-1 long-shot Holly Holm their favourite and relegated international superstar Ronda Rousey to underdog status. And Unibet didn’t… Show more

#GOHOLLY campaign

Australians love getting behind an underdog and there was no greater underdog at UFC 193 than Holly Holm (the opponent of superstar Ronda Rousey). Rather than rolling out a standard sponsorship campaign, our strategy was to do what only a betting brand could do. Unibet leveraged their odds-making ability and did the unthinkable: they made 10-1 long-shot Holly Holm their favourite and relegated international superstar Ronda Rousey to underdog status. And Unibet didn’t stop there, they made Holly Holm feel like the favourite by using UFC tickets to encourage Australians to send thousands of tweets of support.

Using #GoHolly we launched our campaign with a promoted trend on Twitter. In the two weeks leading up to the event, we pushed our campaign out via radio, outdoor and a promo video, which was seeded online and via our owned social channels. A social media strategy engaged brand loyalists, whilst influencers (including Holly Holm herself) were recruited to spread word of our #GoHolly campaign. All communications pointed to a mobile optimised landing page, where UFC fans could tweet messages of support to Holly Holm, while astute punters could take advantage of the ridiculous odds Unibet were offering on their new underdog, Ronda Rousey.

The combination of Aussies’ love for underdogs, the hype for the ‘fight of the century’ and the fact Unibet were doing the unthinkable and betting against Ronda got people talking. During the ten day campaign #GoHolly generated over 21.3 million impressions. Unibet’s share of voice across Australian social media was over 80%, while web-traffic to Unibet.com.au increased by 16%, sign ups increased by 12% and Unibet’s Twitter following was up by 33%. What’s more, in the two subsequent UFC events, deposits to Unibet Australia more than doubled. And if that wasn’t enough, Unibet’s gamble paid off when Holly Holm won, shocking the world and proving that Unibet really do know how to back a winner. Show less

Bet.Unibet.com was the 2014 winner of the Best Gambling Football Blog at the Football Blogging Awards

Shortlisted with two (out of four in total) social media campaigns. One from Denmark - Champions League YouTube Campaign in collaboration with FC Copenhagen; and one from UK/Australia - The Ashes campaign in collaboration with Sir Ian Botham and Merv Hughes.