STS, the largest sports betting company in Poland, has launched a campaign entitled “I Love Sport. I Bet Smart,” thereby creating a new brand communication strategy. Its general theme is an emotional attitude to sports, which should be associated with smart betting. 

STS initiates marketing activities as part of its new communication platform “I Love Sport. I Bet Smart”. Poland’s largest sports betting company provides fans entering the world of betting with the right tools, such as the best promotions, high odds, free-2-play games and STS TV, so that they can make smart bets on the results of sporting competitions. There are two dimensions to betting smart here – one, in which you are not guided by your emotions, and the other, which tells you how to monetise your knowledge in a clever way and use the tools offered by STS to do so. 

The brand’s 360 campaign involves four spots: image-building, sponsor’s and product spots. They were created based on the insight assuming that every fan has a favourite team or player. This leads to a very emotional attitude to sports. Therefore, when it comes to making choices, instead of one’s belief and one’s heart, STS points to wisdom and prudence as key factors on the way to achieving the best possible results.

“Over the past years, we have successfully demonstrated that with sports knowledge and the right tools provided by STS, you are ready to win. We are now going one step further. In our latest campaign, we are presenting betters as people who love sport.  And at the same time, they know that in order to win, you shouldn’t be driven solely by emotions. The love of sport and smart betting complement each other. We are showing that rational thinking in sport is just as important as in everyday life. That is why we are encouraging sports fans to bet smart and prudently,” says Paweł Rabantek, Chief Marketing Officer at STS Group.

The campaign kicks off on 24 August. It will cover the major online portals, including social media platforms, VOD and television. Marketing activities include 30-second spots, 15-second versions and display formats for online activities. Communication will also include activity on social media, betting venues and sports venues of STS-sponsored teams. All these materials have also been placed on a landing page prepared for the campaign. 

The Pomysły agency is responsible for the creation of the campaign, and the Zenith media house deals with television purchases.