Produced with 72andSunny Amsterdam, Built Different, is bringing Midnite to the UK.
Sports betting company Midnite has launched a UK-wide campaign, Built Different, with global creative agency 72andSunny Amsterdam.
The campaign will run across film, TV, social media, radio, and out-of-home (OOH).
It follows two Brits who meet consistent friction in their lives, from card-reading tech to malfunctioning soap dispensers, causing frustration to manifest into a sci-file like vein in their forehead.
From there, a message is displayed: “We can’t fix the rest, but our casino app is pretty good.”
The campaign looks to disrupt the familiar igaming ad template, offering a whole new experience – one that’s ‘Built Different’
“Built Different is more than a campaign – it’s the platform for where we’re going as a business,” said Jonathan Shaw, vice president at Midnite.
“We’ve built Midnite from the ground up to challenge a category that hasn’t kept up, and this is how we begin to show that at scale. This campaign is about setting a new standard and building the kind of brand that can take us into the top tier of the UK igaming category.
“It still feels like day one, but everything we’re doing is focused on earning our place there. 72andSunny have been instrumental in bringing that ambition to life.”
Leaders take
This distinctive ad focuses on the small friction points we all face in our lives, ones we often just grin and bear. Not only will these frustrations resonate with a wide audience, but the Midnite campaign offers an alternative, not to these small grievances, but for a seamless igaming experience.
The tone is playful, and will likely connect with consumers in a more casual way. As igaming is designed to be an enjoyable experience rather than a necessity, this kind of conversational advertising can work well. The ad stands out among its competitors, focusing not on prizes or possibilities, but on an experience, and one that’s based in ease-of-use and convenience rather than flashy or outlandish winnings.
