Brief: To launch their innovative odds comparison site SmartBets, Better Collective asked Square in the Air to devise a wide-reaching national B2C and B2B campaign ahead of Euro 2016.
Result: Square in the Air secured the services of England legend Chris Waddle and organised a series of interviews with national press ahead of and throughout the Euro 2016 tournament, featuring bettingexpert mentions and campaign imagery. Coverage was picked up across the national press, including Daily Mail, Metro, Daily Express, The Sun, Herald Scotland and Daily Star. A B2B product launch and ambassador announcement also secured widespread exposure across the betting and gaming industry. The campaign achieved 39 articles with a cumulative readership of 21,710,819.