ComTech OTBs – Market Research, Branding and Launching Strategy

Posted on January 18, 2009 |

Agency: 360 below the line

Client: ComTech

Product: Off-Track Betting Stores

Year: 2006

*Download original presentation here*

Background:

ComTech saw an opportunity to launch a new gambling segment at the Brazilian market: the Off-Track Betting Stores (OTB).

Those were places where you would be able to bet on different animal races (horse races, at first) from prestigious locations all around the world, while comfortably and securely enjoying a drink.

This opportunity was supported, in one hand, by a federal law that was about to be approved at the time and, on the other hand, by the closing of all Bingo´s places (Lotto) that was now banned in major cities, leaving a gap between their clients.

Demand:

ComTech asked for a complete launching project, starting with the market and consumer research, brand development and positioning, architectural projects for a flagship store and all the communication and promotional actions regarding their launching and supporting phases.

The project was supposed to be “data loaded” and “self-selling” as it was going to be used to present the opportunity and persuade its foreign partners/ investors.

Development:

The whole project was under my responsibility from the field research through branding, positioning and creative guideline. In this case also the proposed name “Winnin’” was mine suggestion inspired by the Las Vegas’ Wynn brand. Creative execution was conducted by the team.

Result:

The project was approved by both clients – Brazilian and foreign partners – but it is now “on hold” since the Federal Law to regulate the activity is still pending approval.

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