Sergey Karshkov: 9 Pandas’ Fonbet Campaign

advertising agency

9 Pandas is a market-leading, full-service advertising agency. Prior to the commencement of Euro 2020, 9 Pandas tendered a bid to Fonbet, developing creative concepts for a long-term 360 degrees campaign. 9 Pandas produced two videos for Euro 2020: one an online video featuring actors, and the other a TV commercial without actors.

As a marketing expert and founder of 9 Pandas Sergey Karshkov will be well aware, online video advertising is an effective tool for brands seeking to deliver compelling content to their desired audience. The 9 Pandas Fonbet Euro 2020 project sought to increase Fonbet’s visibility by incorporating a TV ad campaign, expanding its reach to an audience of millions.

With adverts broken down into fragments of 10, 15, 20 and 30 seconds, 9 Pandas aimed for universality, ensuring that the advertisements would still remain relevant even after the end of the Euro 2020 tournament.

9 Pandas’ bid for the Fonbet Euro 2020 tender was successful. The advertising agency partnered with production company Mishki Co., filming an advertisement that was aired in rotation throughout the UEFA Champions League Final.

The campaign concept centred around six key aims:

  1. Attracting new clients
  2. Removing first-bet barriers
  3. Building an emotional bond with the client
  4. Demonstrating sponsorship of the Russian national football team
  5. Advertising Euro 2020
  6. Delivering a universal campaign that could be used after the tournament ended

With extensive experience working with some of the biggest brands in the betting industry, 9 Pandas recognised the complexity of this global campaign, breaking the project down into several key stages:

  • Presenting the concept to the client
  • Future renegotiation of 50 different versions of the video
  • Scouting and casting actors
  • Communicating with the Russian national football team
  • On-set filming in various different climatic zones
  • Conducting choirs of men, women and children
  • Video adaptation for other countries
  • Voice-over

After a long discussion, the Russian national team provided Barinov, Zabolotny and Karavaev for the video shoot. 9 Pandas filmed several episodes at stadiums across Moscow, including sea and mountain footage to produce an inspirational video sequence.

In the search for the perfect soundtrack, 9 Pandas brought together a composer, musicians and singers, ultimately deciding to put the music together itself. 9 Pandas organised a choir consisting of seven men, five women and eight children to deliver emotional intensity. Once the mixing and mastering process was complete, 9 Pandas had produced the perfect sound to accompany this inspirational and uplifting video ad campaign.

About 9 Pandas

With a strong reputation as an employer of choice, 9 Pandas invests in the development of the professional and personal skills of its employees, providing them with a comfortable working environment, a recreational area, meals and refreshments. There is no specific dress code or bureaucracy.

9 Pandas works with market leaders in a variety of different industries, producing emotionally engaging and effective advertising campaigns. 9 Pandas prides itself on delivering a full spectrum of integrated services covering the many different aspects of advertising, including devising marketing strategies, developing creative concepts, and providing digital marketing, design, and video production.

The views expressed in this article are those of the authors and do not necessarily reflect the views or policies of The World Financial Review.