Having created the annual report for two years running, we were fortunate to be called in again. The brief as with the preceding reports was heavily sports focused. This edition, however, looked to explore even more of Sportingbet’s international operations – The creative concept drawing attention to the sum of these many parts.

The solution

A fascinating aspect of sport across the globe is the trends around which sports are popular amongst sports betters in their territories. Beyond the global staple of football, we were able to showcase many of the regional preferences utilising a creative concept which captures the local spirit. We combined real Sportingbet imagery, specialialist sports imagery and environmental settings in a series of powerful evocative concept images. This was then combined with facts and figures relative to that region. The editorial content across the review also tapped into regional trends, painting an overall picture of the groups operations worldwide. We commissioned a specialist games and betting copywriter to firstly interview key members within the Sportingbet team, and secondly to generate relevant and stimulating copy around the messages for the year. We increased the marketing weight of the report by creating a larger section of content upfront before getting to the detailed figures. The overall message is of a global player steadily on the move.

The results

The third in the series of reports is by far the bulkiest and most visually arresting. Internal comments from the board at Sportingbet is that it has been the most successful report yet.