GMB – How has been the work developed by Lean Agência for the NSX Group, which has stood out so much in the sports betting segment with its different brands such as Betnacional, PagBet and MrJack.bet, among others?
Lucas Gasull – The work was and is a huge challenge for Lean Agência. Initially, we divided the execution of each strategy into areas. The tripod we adopted involves media, planning and creation. Combining each of them in an intelligent way, we managed to carry out very successful and far-reaching campaigns.
By the way, this work has been working so well that you have already been nominated for several international awards for your excellent campaigns, including one that featured Vini Jr. Tell us more about this.
That’s truth. Recording with Vini was a huge satisfaction and a step change in the whole process, from production to media buying. In addition to being a hugely successful case of the campaign itself, it ensured enormous visibility for Betnacional throughout Brazil.
What does it mean to see Betnacional in all stadiums and championships? Whenever we talk about sports, Betnacional presents itself as the brand of the Brazilian market, or as it calls itself: “the bet of Brazilians”.
“The bet for Brazilians” is the brand's positioning. All the actions we carry out take into account this concept, of being close to the public and Brazilians, bringing Brazilianness into communication. Being in stadiums and at all times linked to football is part of our strategy because that is where our audience is and where we want to communicate with them.
The NSX Group has several brands in addition to Betnacional. How to differentiate the work being carried out for each one of them, thinking about regional aspects, since some operate in the Northeast, others in the South, and Betnacional throughout Brazil?
We have a phrase that we use for this important partner. "At NSX, consumers don't find just one business, but five." So, working on this concept, for each type of consumer and marketing strategy, there is a brand. And then we divided it by region, by means of communication and attributes to differentiate these skins, which are all very successful throughout Brazil.
That is, you have six customers, NSX and five other brands. How to share the love between them?
That's right, six customers. Formatting the service is a challenge. We create independent teams that take care of each brand to bring more innovation and get out of the sameness of having to think the same thing for brands that are in the same market and that often attract the same consumer.
Is working with the sports betting sector very different than in other markets in the areas of communication and marketing?
It's different and the footprint is different, as it's a very aggressive market, where we have to make quick decisions and looking for opportunities to conquer media and marketing properties that make brands successful.
Without giving away too much information that cannot be revealed, what is Betnacional's next campaign, as it is a sports betting house with nationwide coverage?
There will be many news. We have a new campaign with Vini Jr., but new figures will arrive from Brazil with great productions, and will be revealed soon.
Source: Exclusive GMB
