MARATHONBET 'THE ODDS GODS'
In a crowded and highly competitive UK betting market, the strategic challenge was to help a challenger brand reach beyond expert bettors to a broader audience.
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We developed a unifying campaign idea built around the proposition “strong odds, smarter bets.” This was brought to life through The Odds Gods — three distinct characters who embodied the advantage of consistently choosing better odds. The concept used personality and humour to educate bettors, reframing odds quality as a mark of intelligence rather than luck.
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The idea was designed to scale across digital, social, mobile, and partnership channels as a cost-effective, influencer-style brand platform.
Role and responsibilities: Strategy, Concept and Creative Direction
GMR Marketing 2014
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