UK challenger brand Midnite has launched its first ever TV advertising campaign to build on a period of “explosive growth”.
The sportsbook was launched in 2018 by Nick Wright and Daniel Qu – industry product specialists who previously created Dribble – with casino going live in 2023.
Midnite has set about disrupting the UK betting market, prioritising the player experience with a slick website and app and a brand platform designed to speak to a new generation of players.
Midnite will launch its first TV advertising campaign this week to kick off a campaign of “above the line” marketing, which is set to include sponsorships and other commercial activities.
The 30-second ad goes out on 27 March on Sky, Channel 4 and 5, across both linear TV and streaming platforms.
Nick Wright, CEO and co-founder Midnite said: “We are hugely excited to embark on our first TV advertising campaign to tell our brand story after a period of explosive growth.
“As a challenger brand looking to disrupt the market, we’re ready to put our foot on the gas. This is the moment where we say ‘we are here’.
“The TV campaign takes our brand-building activity to a new level and kicks off some more big activations coming soon – watch this space.”
Creativity and craftsmanship
Midnite selected London-based creative agency Fluoro to create the campaign designed to support the brand purpose ‘getting closer to the games you love’.
The story sees a female protagonist pulled into Midnite’s realm through a vortex, surrounded by a lively brand world of casino chips, playing cards and slot machine iconography. She flies through a surreal, bespoke 3D theme park merging indoor and outdoor scenarios with vibrant brand colours. Collecting casino chips as she journeys through the gamified realm, she lands at a live roulette table with a croupier and wins.
The campaign is designed to intrigue and engage through progressive creative for a distinctively different look and feel. Fluoro brought an experimental approach, future-facing style references, high-level production and skills in VFX, motion design and 3D environments.
Wright said: “Midnite is taking online betting into the future with next-generation casino where the theatre revolves around the player. Fluoro has helped us stretch the boundaries of what’s possible with their culturally savvy creativity and craftsmanship in motion graphics, VFX and soundscapes. This campaign helps us heighten the thrill, redefine the experience and lead the new era of online betting.”
Tim Smith, Founder and Creative Director of Fluoro said: “Midnite is disrupting its sector and developing a dynamic brand, so in this ad we were able to go wild with an attention-grabbing story arc, effects and perspectives, high energy and culturally relevant shots. Stepping away from the agreed tropes of the online betting industry, we were looking to create an enticing world that’s too good for the viewer to pass up.”
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