Midnite set to launch first-ever TV ad campaign
Challenger brand’s 30-second spot debuts across Sky, Channel 4 and Channel 5 following “a period of explosive growth”
Midnite is set to launch its first-ever TV ad campaign in the UK market which will focus on the operator’s online casino offering.
The Gambling Commission-licensed firm, which formed in 2018, will debut the 30-second TV ad on 27 March.
It will be broadcast on Sky, Channel 4 and Channel 5, as well as on each channel’s respective streaming platform.
The ad sees a woman flying through a world filled with casino games available on Midnite, passing a cityscape, safari and an underwater environment as she collects casino chips.
She then lands at a roulette table, before winning a bet as the voiceover states: “Download the app, or visit Midnite.com today. Casino done better. You decide”.
The last shot sees her look happily at her phone after being notified by Midnite that her winnings have landed. The ad also promotes a bonus offer of betting £20 and receiving 100 free spins.
Midnite’s ad was produced by London-based creative agency Fluoro, which has created campaigns for the likes of adidas, Sweaty Betty, John Lewis and Sky Sports.
In addition to the TV ad, Midnite’s planned above-the-line marketing campaign will also include sponsorship and other commercial activities.
Midnite initially launched as an esports betting-focused operator before shifting firstly to sports betting and then launching online casino in 2023.
The firm raised $16m in a Series A funding round in February 2022.
Nick Wright, co-founder and CEO of Midnite, said the new campaign reflects a recent period of “explosive growth” for the operator.
He explained: “We are hugely excited to embark on our first TV advertising campaign to tell our brand story after a period of explosive growth.
“As a challenger brand looking to disrupt the market, we’re ready to put our foot on the gas. This is the moment where we say ‘we are here’.
“The TV campaign takes our brand-building activity to a new level and kicks off some more big activations coming soon.
“This campaign helps us heighten the thrill, redefine the experience and lead the new era of online betting.”
Fluoro founder and creative director Tim Smith added: “Midnite is disrupting its sector and developing a dynamic brand, so in this ad we were able to go wild with an attention-grabbing story arc, effects and perspectives, high energy and culturally relevant shots.
“Stepping away from the agreed tropes of the online betting industry, we were looking to create an enticing world that’s too good for the viewer to pass up.”