The Brownlow Prophet

CLIENT

Sportsbet

Role

Art direction, Design lead, UI/UX design, Photo retouching

The Brownlow Prophet is a dedicated responsive site for the Brownlows, which displays the average predicted votes of all the leading sites. It has integrated odds of all the main markets but punters can also request the traders to price up anything they can think of.

The Challenge

To make Sportsbet the most talked about brand during the Brownlows. This in turn should result in increasing turnover year on year for Brownlow betting.

The Challenge

To make Sportsbet the most talked about brand during the Brownlows. This in turn should result in increasing turnover year on year for Brownlow betting.

idea

The unique value proposition and focus of the campaign was the ‘Request a bet’ feature, where customers can request the odds for whatever they want for the Brownlows, and Sportsbet would price it up. The hashtag #BYOBrownlow was created for this, and the site served as a supporting mechanism. On a site level, the main drawcard was the display of the average of predicted votes of all the leading prediction websites.

idea

execution

I was engaged as the lead designer on this project. Working with a talented team of developers, traders and marketers, I designed the site and provided collateral assets, banners and EDMS. I created the campaign visual design which flowed through the site design. My challenge was to create a site that balanced content and betting. So after interviewing AFL fans about what is important to them for the Brownlows, the recurring theme was that of vote counts and stats. As a result, vote predictions became the main thing users would land on. I also made sure it was on brand.

execution

outcome

#BYOBrownlow was trending, making Sportsbet the most talked about bookmaker during the Brownlows. The dedicated responsive site was delivered successfully and with media support, it has smashed traffic targets. More importantly, the conversion rate (of a user placing a bet when they click through to the Sportsbet site) results exceeded expectations. This meant year on year turnover increased significantly. The overall campaign was a definite success and has set the bar high.