PlayOJO’s risqué “Safe Bets” campaign has come up trumps, fending off competition from media giants Sky and Netflix to nab a first place prize in this year’s UK Social Media Awards.
For a second year running, the online casino brand has topped the “Best Use of Social Media for Entertainment” category, this time for a marketing push involving Love Island star Olivia Bowen.
In a three-minute-long video designed to spoof a “1970s or 80s safe sex educational film,” Bowen appears in a lab coat to offer safer gambling tips.
Innuendos abound for the duration of PlayOJO’s ad, which leans heavily on humour to capture players’ attention, making it, the company said, “easily shareable via Instagram and Facebook.”
The Awards’ panel of judges would appear to agree, having once again named PlayOJO the category’s winner, beating Netflix UK’s #Nestflix campaign.
However, PlayOJO failed to win the “Best Use of Instagram” category this year, having done so in 2021. The Safe Bets campaign was designed in partnership with marketing agency Cubaka.
“It is an absolute privilege to once again be recognised by the UK Social Media Awards,” said Peter Bennett, PlayOJO’s Chief Marketing Officer.
“Having picked up two awards at last year’s event, we are proud to have been able to continue our great work in engaging our audience via social media.”
He continued: “Player safety is at the forefront of everything we do as a business and is an important part of our advertising and social media strategy.
“I’d also like to take this opportunity to thank not just the amazing team and agency Cubaka, but also the judges for recognising what we set out to achieve with our Safe Bets campaign.”
