SURVIVAL OF THE TITLE

As main sponsor of the event, online sport betting platform ‘Bingoal’ looked for a way to attract sport fans to their platform during the Ghent Boxing gala, and make a bet on one of the boxing events. We turned the  event’s main attraction -the title fight- into a medium by bodypainting an ad on the back of title defender / Belgian Champ Kevin Ongenae. The ad stated; “How long does the title on this back survive? Bingoal.be”. A teaser video, 2 days prior to the event, gave people the chance to get to know the platform and optionally make a bet. During the event, present/online/tv spectators could experience live how sweat, tears and a number of direct hits made the live ad perish. The commercial title fell after 4 rounds, the champ’s title still stands strong after a 12 round fight.

• Branded Content

• Social Strategy

Service

Client

BINGOAL

Year

2019