Betting Offshore Isn’t the Safe Bet in British Colombia Lottery Spot

One Twenty Three West’s (123w) latest campaign for BCLC’s PlayNow.com shows offshore betting sites may not be all they’re cracked up to be. 

The campaign centres around Chip’s Offshore Gaming, a fictitious betting site that is a less safe and less secure alternative to PlayNow.com. At Chip’s Offshore Gaming, all the profits line its namesake's pockets instead of staying in the province like they do when you bet with PlayNow.com 

“There’s no shortage of betting sites promoting themselves right now” says partner and executive creative director Rob Sweetman, 123w. “Some seem legit. Some seem less legit. But you can never be quite sure. Whereas PlayNow.com is the safe and secure choice.” 

In the launch video, shot by Michael Clowater of Radke Films, Chip gleefully explains how he may or may not pay your winnings as he travels around his lavish mansion. By the end it’s quite clear that betting offshore isn’t always the best bet. The campaign includes radio, social and digital and is running in BC, Saskatchewan and Manitoba starting in October and into the new year. 

“The data really drove the campaign strategy. A top motivator why players choose PlayNow.com is because it’s safe and secure,” says Clay Dube, senior specialist brand and advertising, BCLC, which operates the PlayNow.com platform in B.C., Manitoba and Saskatchewan. “People like that the money stays local and supports provincial programs. And of course, that they have easy access to their winnings.” 

123w led the creative while the media was led by Cossette.