Whilst Team Sky celebrates winning this year’s Tour de France, Australian online bookmaker Sportsbet celebrate their own guerrilla marketing win thanks to Substance.
Developed by BMF, Sportsbet’s recent ATL campaign for their latest Android App featured the slogan “Putting the ‘Roid in Android”. Substance were tasked with plastering the racy slogan on the actual road of the Tour de France and capturing footage of it in situ.
Substance planned and executed how best to secure placement of the tongue in cheek slogan, when all eyes would be on the race. Timing and location were everything, with the team selecting parts of the route along Stage 18, the last mountainous section of the Tour de France. The imagery appeared at several sections of the road at Col d’Izoard and was picked up by broadcast footage of the race, televised across the globe.
Race leader and eventual winner Chris Froome was undeterred, even when photographers captured him riding right over the slogan.