The sports betting unit ParionsSport of Groupe FDJ has launched its latest promotional campaign, ‘Le pari est plus fort quand on le vit ensemble’ (The bet is stronger when we live it together).
The campaign, produced by Paris’ RosaParks creative agency, sees ParionsSport replacing its current ‘Nous sommes les Parieurs’ campaign, which has been run by the bookmaker since 2019.
FDJ decided not to refresh the promotional campaigns of ParionsSport during 2020 as France’s government forced all professional sports leagues to end the season due to the COVID-19 pandemic.
‘Strength and solidarity’
FDJ aims to encourage the ‘strength and solidarity’ of sports betting as a leisure pastime that can ‘unite the passion of all French communities’ by returning ParionsSport to domestic screens.
Richard Courtois, Groupe FDJ Sports Betting Director said: “Thanks to our point-of-sale and online betting activities, ParionsSport today brings together the largest community of punters in France, with strong local roots across the country.
“This campaign reminds us that despite the current context, the bet is stronger when we live it together. Through this film, we wanted to transcribe the sensations and emotions experienced by punters in their moments of sharing.”
Set to a popular melody
The campaign is set to the popular Gerry & The Pacemakers ‘You’ll Never Walk Alone’ football melody, embraced by the supporters of Liverpool FC, Borussia Dortmund and Glasgow Celtic as a ‘club anthem.’
Sacha Lacroix, CEO of Rosapark added: “It is an inclusive vision of betting that we want to defend, strong and powerful, to convince bettors while not forgetting the most beginners. It could not be more relevant in our current society.”