The focus is on soccer, because 99% of the TOTO players bet on this sport. In 2019, we launched a new King TOTO campaign with an online battle between rapper Donnie and football legend Sjaak Swart in the role of crooner. TOTO activated the target group to choose their King: #TeamDonnie or #TeamSjaak. This interactive approach gives ammunition for a lot of content and allows King TOTO to rule on social.
The battle between Sjaak and Donnie took place on social media. Social is the perfect platform for engagement with the TOTO target audience. The campaign splits into a Sjaak and a Donnie version to reach the supporters of both sides and activate them during soccer matches. Based on interaction, voting behavior and club preference, the target group was shown subsequent material from the candidate they had expressed their preference for.
The starting point for the campaign strategy was the insight in the core and motive of men’s friendships: playful mutual competition, also known as ‘bragging & boasting’. With a typical Dutch undertone of self-mockery and self-perspective.