Oddset: Das Ist Typisch Dänisch
Oddset's Euro 2024 campaign, "Das Ist Typisch Dänisch" (That's Typically Danish), revolutionized engagement during the football tournament by uniting national pride, humor, and music. With the viral "Ein Slutrundesang" (A Tournament Song), the campaign created an unforgettable experience that not only captured the hearts of Danes but also delivered exceptional commercial results.
Challenge
In a highly competitive betting market, dominated by international players, Oddset faced the challenge of cementing its position as the preferred brand among Danish football fans during Euro 2024. The goal was to differentiate itself by focusing less on betting and more directly on Danes' national pride and sense of community. Oddset aimed to bring the Euro euphoria home and increase betting activity through a creative and humorous approach, based on insights into Danes' love for community and humor surrounding sports.
Solution
Oddset launched the Euro 2024 campaign, "Das Ist Typisch Dänisch," building on the brand's new platform "Det er Typisk Dansk" (It's Typically Danish). The strategy was to position Oddset as the national alternative by leveraging Danes' love for community, humor, and national pride. At its core was the original, ironic, and humorous tournament song, "Ein Slutrundesang," which celebrated Danish and German stereotypes. The campaign was executed with a strong multi-channel approach, where the song was front-loaded on YouTube, Facebook, Instagram, and Spotify, with support from the men's national team. Continuously updated and humorous content on social media-maintained momentum, and the campaign was data-drivenly optimized to ensure maximum reach and relevance throughout the tournament.
Results
The campaign was an overwhelming success, delivering significant results across all KPIs and cementing Oddset's market position. It achieved a +49% increase in brand impressions, and the music video garnered over 1.7 million views on social media, including 1 million on YouTube. "Ein Slutrundesang" reached #1 on Spotify's VIRAL 50 list in Denmark, surpassing official Euro songs. The business impact was substantial, with betting revenue increasing by a full 70% above target, and Oddset experienced its highest number of active players in 18 months. This resulted in Oddset becoming the most preferred betting brand during Euro 2024. The campaign proved that creativity and strategic media usage can generate significant results and strengthen brand equity, even in a competitive category.
Watch the case commercial here
