Objective: Boost retention rates and betting activity on the sportsbook platform by leveraging the passion surrounding the Libertadores tournament.
Client: Aposta Ganha (Sportsbook)
Role: Visual Designer and Creative Lead
Responsibilities: Concept creation, visual identity, and asset development for multi-channel deployment.
Client: Aposta Ganha (Sportsbook)
Role: Visual Designer and Creative Lead
Responsibilities: Concept creation, visual identity, and asset development for multi-channel deployment.
Background and Context
The Libertadores tournament holds a place of high importance among South American soccer fans, especially for those with a strong engagement in the sports betting scene. Recognizing the opportunity, we aimed to capitalize on the tournament's excitement to re-engage inactive users, build brand awareness for the sportsbook, and drive daily betting activity.
Audience:
Our primary audience was male sports fans with high engagement in Libertadores, particularly those who would be excited by the chance to attend the finals live in Buenos Aires. These fans are highly motivated by immersive experiences, exclusive offers, and a chance to celebrate their passion for soccer.
Our primary audience was male sports fans with high engagement in Libertadores, particularly those who would be excited by the chance to attend the finals live in Buenos Aires. These fans are highly motivated by immersive experiences, exclusive offers, and a chance to celebrate their passion for soccer.
Campaign Goals
✔ Reactivate inactive users and encourage daily betting on Libertadores matches.
✔ Boost retention rates by creating a tournament-like atmosphere that rewards continuous participation.
✔ Enhance brand visibility by aligning with Libertadores, aiming to be top-of-mind among sports bettors during the championship season.
Role and Responsibilities
Creating the Key Visual Concept: Establishing the campaign’s look and feel to resonate with the Libertadores theme.
Developing Campaign Assets: Designing cohesive visuals for various platforms, including social media, email, website, and ads.
Leading the Creative Team: Coordinating with designers, photographers, and copywriters to align on a unified campaign vision.
Challenge and Solution
Challenge: The sportsbook vertical typically had lower commitment levels, with inactive users not engaging regularly. We needed to capture the audience's interest and make betting on the platform an integral part of their Libertadores experience.
Solution: We structured the campaign as a continuous, immersive experience leading up to the grand prize — an all-expenses-paid trip to Buenos Aires for the Libertadores finals. This was strategically chosen to resonate with the audience's deep-rooted passion for soccer.
Process and Execution
Strategy and Planning
The campaign began with a strategic planning session to outline our goals, target audience, and creative approach. Key insights included:
Prize Concept: An immersive, experience-based prize (trip to the finals) would be a strong motivator.
Visual Consistency: A recognizable visual style associated with Libertadores would enhance the campaign’s authenticity.
Engagement Points: We focused on creating assets that would serve multiple touchpoints — social media posts, email banners, pop-ups, and in-app notifications.
Visual Identity and Key Visual
To align with Libertadores’ prestige, we developed a visual identity featuring:
Logo and Typeface: Inspired by the iconic arches and trophy of Libertadores.
Color Palette: A rich, golden color palette to convey luxury and exclusivity, reflecting the grandeur of the tournament.
Photography and GenAI Integration: We used a mix of GenAI and curated photography to immerse users in the experience, featuring imagery of airports, suitcases, stadiums, and more. The visuals aimed to make users feel as if they were en route to Buenos Aires, building anticipation for the prize.
Campaign Assets and Distribution
From the initial concept, we produced a suite of campaign assets optimized for each platform:
Social Media: Engaging Instagram posts and stories (images provided), using key visuals that reinforced the Libertadores theme and promoted daily betting.
Email Marketing: A series of eye-catching email banners that kept users updated about the tournament, the prize draw, and their progress in the competition.
Website and App: Custom pop-ups, banners, and user interface elements were designed to be highly visible yet seamless within the sportsbook environment, encouraging users to participate and place bets.
Each piece was designed to create a cohesive journey, with all touchpoints driving engagement back to the central theme: "Em Busca da Glória Eterna."
