Gamebreaker
BIT.COM
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Creative strategy
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Creative direction
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Copywriting and art direction
BIT is a disruptive cryptocurrency platform and the brand was looking to engage global football fans.
Ahead of the FIFA World Cup, recognising that the brand had no pedigree in football or rights to associate with the official competition, we came up with a sustained brand awareness campaign that would drive new customers to their platform and deliver brand uplift around the World Cup. I ran a creative workshop with BIT to identify their goals and to better understand the brand. The creative strategy I proposed took into account their disruptive tone and married that with a football context that all fans understand - gamebreaking moments.
The Gamebreaker we signed for BIT was Ferran Torres (FC Barcelona and Spain). With him we produced a series of three Gamebreaker episodes exploring his game and mentality, released throughout the World Cup, generating 17.8 million views. I also wrote a series of ads to promote BIT and its products across the OneFootball app and website, enabling them to align authentically with football fans during the most emotional moments of the World Cup. We created 492 creative assets in 6 languages, reaching 200+ countries.
Post-World Cup, we delivered a bespoke series presented by BIT called Transfer Talk, which rounded up the hottest deals and rumours in the January window, and named one top player as Gamebreaker of the week. We generated over 145,000 clicks to BIT.com, which was almost double the benchmark click-through rate. Most impressively, an independent brand uplift study confirmed that the campaign had increased brand uplift by 17.2% overall, with a 35.1% uplift in German and Spanish speaking markets.
