French online betting company Betclic has unveiled its latest digital marketing campaign in Portugal to promote its Christmas deals thus parodying the outdated holiday advertising period in Portugal.
Competing against Portugal’s largest retail brands for airtime and publicity, Betclic is launching its’ Jinglebet ‘ campaign created by the creative marketing company Coming Soon in Lisbon.
In search of expanding its profile and coverage in Portugal, Betclic Marketing nominated Coming Soon as its lead creative account this summer to develop Betclic’s new brand identity for the Portuguese public.
Repositioning its brand, Betclic released last August ‘ Censored’ –the first integrated advertisement for Portugal by the bookmaker featuring popular comedian António Raminhos poking fun on the restricted online offerings of state-owned betting operator Placard.
Ricardo Domingues, Head of Portugal at Betclic, said that he supports the work of Coming Soon. “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 set development in Portugal as a main corporate goal, a market where the bookmaker has been operating with minimal presence since 2016.
Betclic is currently one of four foreign bookmakers who have retained a presence in Portugal following the 2016 gambling reforms of the government that saw a number of operators leave the market following the introduction of an 8-16 percent tiered betting turnover levy.