RMB & bwin: Euro 2020 Humor Version

Use humor to turn content creation into a driver of massive attention during a major unifying event

ice cream cone with scoops shaped like footballs

Meeting the attention challenge

In an event context highly sought after by a wide variety of products, including the biggest competitors, standing out often requires more than just media presence. Brands must create real editorial experiences to capture attention and generate preference.

RMB supports advertisers with content strategies designed to maximize engagement and recall.

Want to see how far a creative content campaign can go? Discover how RMB turned Euro 2020 into a communication success for bwin, a leader in online sports betting.

A big event for your brand? Test our creativity

21

Video capsules produced and broadcast

+20 %

Additional TV coverage vs forecast

259K

Total social media views

Engage massively during the Euro

During Euro 2020, bwin wanted to stand out in a highly competitive environment and strengthen its connection with football fans through innovative content, contrasting the seriousness of sports performance and ensuring maximum visibility.

To meet the advertiser's needs, RMB partnered bwin with the "Pronographic Minute", a series of 21 humorous clips filmed with Alex Vizorek and broadcast close to the matches.

Advertiser: bwin
Target: all football fans, experts or not
Objectives: awareness, brand preference, engagement
Period: Euro 2020 (June 11 - July 11, 2021)
Format: humorous video clips
Main media: TV, social networks

At bwin, we are always looking for innovative advertising methods. In such a competitive environment as online sports betting, it is crucial to develop unique and creative marketing campaigns. Alex Vizorek, with his unique perspective on football matches, provided some hilarious TV moments… For bwin, it was a unique way to focus on sports betting while avoiding the overly serious context of EURO 2020.

Steven Cartigny, Head of Commercial Bwin BENELUX & France

Strategy: ultra-contextual humor

RMB responded to bwin's briefing with a viral content strategy designed to leverage the full power of the sports context and event video marketing.

An original concept led by a celebrity:

creation of original video content (21 clips) featuring Alex Vizorek, renowned Belgian comedian, playing a fake sports betting expert
clips aired just before high-viewership matches to capture attention at peak moments
humorous tone based on absurd statistics and quirky polls
agile production allowing real-time adaptation to tournament news
setup designed to enhance ad recall and brand likability (influence & celebrity marketing)
differentiated positioning in the highly competitive sports betting market

Media plan: TV / Digital synergy serving content

To maximize reach and impact, RMB deployed a coherent cross-media setup combining TV power and digital amplification.

Strong sponsorship with ‘bwin’ branded clips:

airing clips before 9 PM matches on the Euro Mag on RTBF channels
cross-posting of sequences on RTBF, Alex Vizorek, and bwin social networks
organic amplification thanks to the content's viral potential
contextual presence of Alex Vizorek in media (interview in Ciné Télé Revue and La Une’s 1 PM news) enhancing attention and credibility

Results: buzz, performance, exceeding

The campaign demonstrated the measurable impact of a well-integrated humorous video content campaign within a major sporting event.

Impact-revealing figures:

+18% to +20% TV reach compared to initial forecasts
nearly 50% of the target reached on TV (Men 18-54 and PRA 18-54)
259,000 views generated on social networks
strong additional coverage in earned media (TV news and TV magazine press)
High engagement rate around the clips
Excellent brand perception according to advertiser feedback
Declared intention by bwin to renew this type of creative activation

When creativity becomes a competitive advantage

The success story "La Minute Pronographique" illustrates the impact of humorous content in sports campaigns when planned from the strategy stage.

By combining creativity, editorial timing, and channel mastery, the case shows that a media agency like RMB can become a true value-creation partner for your brand.

Take your campaigns to the next level with RMB