Foodball

180heartbeats + Jung von Matt (agency) Pablo Dominguez Agregan – Group Creative Director Radoslaw Smorga – Chief Growth Officer & Partner Joanna Kaniewska – Art Director Anna Jedryka – Copywriter Marek Kaleta – Design Director Jan Wachowski – Editor

During 2023 Valentine's Day, sports enthusiasts worldwide had to choose between watching a high-profile football match or spending time with their loved ones. Recognizing an opportunity, the betting company Betclic devised a creative solution. They hosted a special dinner for 10 chosen users and their partners, themed around the PSG vs. Bayern match. To connect with their primary audience—sports-loving men—Betclic's CRM team invited users who had bet on this match, offering them a unique experience: enjoying the game and being updated on their wagers without watching it live. The chef prepared 10 real-time dishes that mirrored the game's events through the ingredients' arrangement and colors—representing goals, cards, offsides, free kicks, and even VAR reviews. This private event was held at a restaurant in central Warsaw, exclusively closed for the occasion. As the match proceeded, each course served corresponded directly to significant moments in the game, subtly informing the bettors about the ongoing outcomes, while their partners remained unaware. Post-event, Betclic created a documentary using hidden camera footage, which was distributed globally via PR, achieving remarkable media coverage. The results were extraordinary for the betting industry: - An 18% increase in active Betclic app users week-over-week. - A 41% rise in new Betclic users within a week after the event. - 12.5 million media impressions in major markets, with significant coverage in La Gazzetta dello Sport, Record, and Adweek, and extensive social media attention. The campaign not only provided a memorable Valentine's Day experience but also significantly boosted Betclic's brand engagement and user base, with a 100% satisfaction rate among the couples involved.