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Swipe.bg. Winning Is Not About Luck

Project Type

Radio

Date

2023

Location

Bulgaria

Role

Creative Concept, Copywriting

Client

Swipe.bg

Bulgaria is obsessed with gambling. The prizes that people took home in 2023 amount to a staggering €3 billion. And this number takes into account only sums above €2500.

But of course there's nothing certain about placing a bet.

So when Swipe.bg needed to convince people to sell the company the smartphones they were not using anymore, it was a chance to tell the target audience there's a more reliable way to make money.

The fact that most phone companies use digits in their models helped us liken them to lottery numbers.

This was a part of a very fruitful creative partnership with Swipe.bg that lasted almost a year and produced a creative strategy and tone-of-voice guideline, slogan, couple radio spots and numerous digital campaigns

Not into selling hard but into selling heart 

I add emotion to precise targeting, data and automation

 

A good fit is more important than profit 

Not taking on projects just to make money

No such thing as a company or campaign too small for big ideas

All brands and ads benefit equally from powerful ideas 

The way forward is giving back

I mentor junior copywriters and teach creativity

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