EstrelaBet is thrilled to participate in the New York Festivals Advertising Awards, one of the most important awards events for advertising campaigns related to the arts and media. The “Aposta Nelas” campaign won silver in the “Work of Purpose” category, in addition to reaching the final in the “Woman Empowerment” and “Direct” categories.
When highlighting the achievement, Rafael Zanette, head of sponsorships at EstrelaBet states that “when people look at the results, they often don't know everything that was built to get there. I have a special affection from the beginning for the ‘Aposta Nelas’ project, which highlights the importance of sponsoring women’s sports.”
According to him, the project was designed in every detail to highlight female empowerment in sports. “From there to the conception of the video production, launch strategy and everything that involved this great project, every detail was super thought out. And until the day of consecration arrived, which was winning the award,” celebrates Zanette.
The motto of the campaign was the passion of Brazilians for football, in which fans know everything about the men's teams. Meanwhile, women's football has always attracted few fans and investments. To change this game, Internacional and EstrelaBet, one of the largest online betting sites in the country, created a new form of betting: Betting on games that have already taken place, as a great joke to engage football fans in the so-called ‘Gurias Coloradas’.
Through the award-winning video, the campaign brought together professionals from the world of betting for a quiz where statistics that portray the inequality between men's and women's football were also shown.
High rollers and football fanatics were invited to participate. And the questions, which were easy in men's football, became impossible to answer in women's football. The final result was R$ 0.00. On the other hand, many people won, as bets on women's games increased by 119% on the EstrelaBet website.
In addition – and more importantly – EstrelaBet allocated part of the money from these bets to women's football. “Aposta Nelas” raised enough money in the first month to ensure the online transmission of all women's games at Internacional in 2023, in addition to the renovation of the training center.
“That's why we work so hard, to look back and understand that we left a legacy, that we made an impact and ultimately that we made history. This is one of the main advertising festivals in the world and we are there, the biggest in the history of Sport Club Internacional. It is an immense pride to be part of all of this,” highlighted Zanette about the achievement.
“We are very happy to see the recognition of a women's football case, which shows how it is possible for brands to have great results investing in the sport. And the main thing, we are not talking about selection in the Cup, but about investment in Brazilian clubs, in the training and promotion of athletes. That's what can change the game,” said Inter's executive director of marketing and business, Liana Bazanela.
Source: GMB
