Betting industry success: how marketing agency Digital Choo was created
History of the agency’s creation from Irina Kurochkina, CEO
In the fierce competition atmosphere that characterizes the beginning of the XXI century, many service structures continue to believe in the mantra of the first rule of service “the Client is always right.” Many trainings are held persistently and diligently on how employees should learn to look for a service element in everything and ask the question: “How can I do this work so that the Client is satisfied?”
Only a few people realize that today’s world of digitalization will never satisfy this Client. He/she will always remain “hungry” and “not satisfied with the unrealized ambitions of all that others have”, even if it is not relevant to his/her business. And the word “satisfied” has been quite abstract lately.
But to make the internal Client, the PEOPLE who carry this service, the main capital and valuable resource of the service structure happy is quite a task. In a world where the gratitude messages are poorly tuned because of over-saturation with an external abundance of “contentment”, it is even a harder task. Having collected the learning experience of previous giant companies that provide services in the world of advertising, working and developing with industry leaders at the international level, the main thing that I managed to get is a great desire to work in a company where there is a space for employees to spread their wings. To reveal each unique talent, to implement breaking initiatives that are designed to have a fresh look and to promote a more dynamic development of the industry as a whole. To create an opportunity to absorb and feel this buzz with people who are close to you. I desperately wanted to work in a joyful place with joyful people who achieve joyful results. I wanted to have fun in the office, while releasing excellent joyful products, the product of coordinated decisions, which would, at the same time, please others, to whom you carry it.
The pursuit of joy in a business context is not a hunt for fame or profit. People are setting the bar high. Teams want to work on goals larger than themselves. They want to have a long-term meaningful impact on the world, to leave their footprint, not for fame, but to bring someone pleasure. To help someone become stronger and prove that he/she can do it. Now I know exactly what I want in my work — joy.
This is a challenge — the beginning of the path that I found important for myself in the history of past experiences in various fields of marketing and which I want to follow at this stage. The experience, commitment, support and team’s faith in the project laid the foundation for the creation and implementation of the product of their solutions with the team of 10 people at that time, known as the DC project. At that moment, the demand for the implementation of services of the core team was already enough to monetize and reinvest it in the development of the company. That is, we founded the Agency at a time when we already had Clients who wanted to work with us and were willing to pay. We rented a small office and reinvested the income in the development of the Agency, which was based on People and their personal development.
The marketing sphere of services is already oversaturated with suppliers. Keeping up the pace and succeeding in everything
Marketing is one of the main driving forces of business. Some businesses are at the startup stage and are struggling for survival. Others — solve the problem not so much of survival, but as providing strategic advantages, both for clients and for key employees and partners. The basic principles of survival, which are on top of the efficiency list today are the following:
· Niche targeting in everything: product, communication, subtleties of building and providing services, etc.;
· At the same time, you need to understand that no matter how far you can project the result and smoothly work toward it, it is important to respond extremely flexible to changes;
· Digitalization, speed, and adaptation to the highest pace and scale are the main tactical approaches in the development of today’s most businesses. Therefore, we adjust our speed not even in step with it, but learn to do and think strategically «2 steps ahead»;
· Support and development of “initiatives” before “emergence of their relevance on the market” is one of our new areas in which we invest quite proactively;
· And, of course, none of this is possible without the systematic development of the right team, which will be your main product in the service structure. Those who created great companies understand that the main accelerator of growth is neither market, technologies, competition, nor products. The most important factor is the ability to find and keep the right people.
Today, Digital Choo is a powerful and fast mechanism of active implementation of all these principles with a staff of more than 200 talented professionals from around the world united by the desire to do ordinary things in a unique way with respecting and complementing each other as company’s core values.
It is more than 50 Clients in many countries of the world, about 10K of the launched advertising campaigns, more than 500 partners on the international level and a set of the international awards such as Effie Awards, ADC, GoldenDrum and others.
We are happy to share our expertise in setting business and marketing goals, thereby determining the possible and achievable result that is characteristic of each individual product at the output. We have at our disposal all the industrial data for the analytical basis of each proposed solution. We know what kind of communication will not only work for brand’s image in the long term for the target audience of your product but also how to convert it immediately into the desired result for a brand. Most importantly, all these principles do not carry a framework standard approach but occur through complete immersion in the business and customer needs by a separate working group assigned to the project and producing the same — a unique solution at the output. Today, with the help of previously achieved results, we are ready to tackle the task of any complexity and scope. We want to inspire others with the results we create with pleasure and by which we are inspired ourselves!
Some inspiring Cases from recent DC projects:
The struggle of the categorical barriers with the help of creativity
Being a leader of the category, the PariMatch company has always been aware of its role and responsibility for the right portrayal of betting to the population. All sports were gathered in this case for consumer’s smart accessibility for 24/7. This creative platform uses a non-standard visual approach and associative techniques to consolidate the image of betting as a progressive form of leisure and entertainment. Learn more from our video.
Creation of new communication platforms
To rethink the brand, to unleash the power of its character and to create a new daring language of communication-based on energy, minimalism, dynamics, and courage, neon Electric Yellow, stylish beats and international sports stars were our task. The idea was adapted and scaled to all countries of the brand’s presence, taking into account the legislative aspects of each country.
In-App advertising and ASO as vital promotion tools in the age of mobile centrality
Though late, the “fashion” for smartphones and mobility reached the betting market. About half of the consumers spend their leisure time betting using mobile phones.
Expanding customer’s base through trust in opinion leaders
It is quite difficult to distinguish the target audience in niche categories like eSports or MMA. Working with opinion leaders have benefited from the point of view of the brand’s image and new audiences outreach, and from the point of view of campaigns’ quality that attracts customers. Here are the examples of integrating opinion leaders such as Artem Lobov and Basta
Special projects in periods of large-scale and popular sports events are an effective tool for attracting new and reactivating old customers
Due to the McGregor-Mayweather’s hyped fight, we received a significant return on investment because of the event’s popularity and interesting mechanics of the project.
