With the launch of its first TV ad campaign, UK challenger sportsbook and casino brand Midnite has reached a major turning point in its brand development as it seeks to increase its visibility among British consumers.
Midnite, which was founded in 2018 by CEO Nick Wright and Daniel Qu, sees itself as a new disruptor that is upending the established order in the UK’s online gambling business while providing the best value for consumers.
After successfully launching its online casino in 2023, Midnite is now launching a bold “above the line” marketing campaign, which will begin with its first television commercial, “Done Better.”
The 30-second commercial, which was produced by the London-based advertising firm Fluoro, will debut on Sky, Channel 4, and Channel 5 on March 27. It will be available on both linear TV and streaming services. The ad is intended to help Midnite achieve its brand goal of “getting closer to the games you love.”
“After a period of explosive growth, we are extremely excited to launch our first TV advertising campaign to tell our brand story,” stated co-founder and CEO Nick Wright. We’re prepared to step on the throttle as a challenger brand hoping to upend the market. We declare, “We are here,” at this point.
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The visually striking creative centers on a female heroine who is pulled through a vortex into Midnite’s world, where she finds herself in a surreal, stylized 3D theme park filled with slot symbols, casino chips, and vivid colors.
“Midnite is taking online betting into the future with next-generation casino where the theater revolves around the player,” CEO Wright noted in the pitch, positioning Midnite as a unique online gambling brand for new audiences.
With their culturally aware inventiveness and skill in motion graphics, visual effects, and sound design, Fluoro has assisted us in pushing the envelope of what is feasible. We are able to lead the new era of online betting, redefine the experience, and increase the thrill thanks to this campaign.
“We were able to go wild with an attention-grabbing story arc, effects, and perspectives in this ad because Midnite is disrupting its sector and building a dynamic brand,” stated Tim Smith, Founder and Creative Director at Fluoro. We aimed to build an alluring universe that is too attractive for the viewer to ignore, deviating from the accepted clichés of the online betting sector.
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