Sportsbet injects the 'roid in Tour De France in new guerilla advertising via BMF Australia

Putting the 'Roid in Android_Tour de France 1.jpgSportsbet and BMF have injected the 'roid in the Tour de France by painting their slogan 'Putting the 'Roid in Android' onto the actual route of Stage 18.
The online bookmakers' slogan for its new Android App appeared at several sections on the road at Col d'Izoard. Race leader Chris Froome (pictured below) was undeterred by the graffiti and is $1.04 to win his fourth tour.


View the 15sec Yellow Jersey Winning Cyclist
View the 90sec The Endorsers
Putting the 'Roid in Android_Tour de France 2.jpgSays Will Byrne, Sportsbet: "Our new Android App is dope so why not sing it from the mountain tops of the French Alps."

The guerilla advertising is part of the campaign that launched Sportsbet's new faster, more powerful Android App.

Endorsed by experts in performance enhancement, Ben Johnson, 100m Gold Medalist* and Co. reached a potential 959 million people globally, received coverage in more than 667 media outlets, resulting in an earned media value of $8.9 million.

*for 48 hours

Creative: Sportsbet Internal Creative Team and BMF
Executive Creative Director: Cam Blackley
Creative: Raman Goraya (Sportsbet)
Copywriters: James Sexton, Gooch Richards and Cam Blackley
Designers: Lincoln Grice and Matthew Hughes
Group Strategy Director: David Warren       
Client Services Director: Dan Lacaze
Account Director: Will Woods
Account Manager: Siena Shuttler     
Agency Producer: Mandy Payne
Director: Matt Devine
Production Company (Guerrilla Ad): Substance
Production Company (Film): Revolver/Will O'Rourke      
Production Company Producer: Caroline Kruck
Post Production: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
Colourist: Scott Maclean
Editor:  Dan Lee - The Butchery
Music and Sound Production: Rumble Studios
Sound Designer: Tone Aston
DoP: Adam Marsden

Client: Sportsbet
General Manager, Marketing: Luke Waldron
Head of Brand and Advertising: Simon Kennedy
Brand Manager: Kathy Schokman
Campaign Manager: Jason Thatcher
Brand Executive: Felicity Smith


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