ANJ
Behind the legal notices
Raising the stakes against the giants of sports betting to stand out and effectively raise awareness of addiction risks amid the frenzy of Euro 2024.
Strategic challenges:
With €640 million invested in advertising by operators in 2024, the ANJ needed a striking approach to make an impact in the media landscape. Legal disclaimers, often overlooked, are the only space where the ANJ can communicate on sports betting platforms. The idea: subvert them into a powerful communication tool by giving them disproportionate visibility, featuring real testimonies from gambling addicts.
Response:
The *Derrière les mentions* campaign transformed a simple prevention notice into a striking initiative rolled out across multiple channels: OOH and DOOH displays, social ads (TikTok, Snapchat), press (So Foot), radio, and print.
On each platform, the legal disclaimers overflowed, occupying an unusual space and immediately capturing attention.
Result: a record recall rate (70%), a message widely understood (87%), and most importantly, a tangible impact, with 75% of bettors surveyed encouraged to question their behavior. This demonstrated that creativity can rival media power and bring an essential message to the forefront.
Because two lines at the bottom of an ad will never be enough to tell the story of the spiral of addiction to sports betting...
The case in video :
