Parimatch EURO 202 SLON Media
Task
The task of the project was to create a series of videos and creative materials for a EURO 2020 promo campaign. The key visual is a neon football of huge size. It became a vivid and noticeable symbol of a big football championship, which came to the city together with Parimatch. The goal of the campaign was to reach as many audiences as possible and engage them with the product, creating and cementing Parimatch's connection to EURO 2020.
Ideas and solutions
The teams found a unique insight during the preparation for the project, which later became the main idea: after one makes a bet, he is not just a usual observer anymore - he becomes a direct participant of the championship, an expert and an analyst. Strong emotions and involvement in the process connect you with a large-scale sporting event. It helped shape the concept of the company's promotional materials and the idea of what creative materials should be like. The layout of the ball was provided by the Parimatch team. Whilst the final look of it, which could be seen on the streets of the city, is the work of the creative team of SLON Media. The colors from Parimatch's brand palette were used as the basis, and they were added with even more brightness. SLON Media received special permission to shoot the cityscapes of Minsk with the drone. They captured the Svisloch river, the Circus building, the Gates of Minsk, Karl Marx street, and several other iconic city locations. A team of motion designers created 3D animation and integrated it into the footage. At the beginning of the video the streets look empty, colors are muted and dull. Then the "protagonist" appears - the neon ball of abnormal size, flooding everything around with bright light. The graphics "spread out" following the ball and painting the street in bright colors. Digital channels were the main channels during the promo campaign: media, search and social platforms, as well as TV and audio ads. With over 33,000,000 impressions, the reach was ~3,000,000 people. Billboards and media facades were used as additional tools. Another important part of the media strategy was PR projects, as well as BTL activities. Parimatch received record-breaking results in CTR - an x3 increase compared to the results for other football events. The conversion rate and the number of unique users also increased twice the average. Media coverage of the audience - 75%
