Placard.pt lacked distinctiveness in the crowded, content-heavy betting category.If that wasn't enough, many consumers couldn't even differentiate it from the offline Placard.
So they opened a pitch, which we won with a solution that was already embedded in the name.We brought to life the PT which is (literally) in front of Placard.pt.
This unlocked a dual-layer system: a mnemonic device that reinforces the ".pt" distinction from the other Placard, and a content strategy built on actual standard tips from the betting market, with a humorous twist.
To give our pitch some muscle (pun intended), I created this mood video.
While it was originally conceived as male,the PT shifted to a female character following client input.
This introduced asymmetry into a heavily male-coded space,increasing standout and broadening appeal without altering the core mechanic.
Introducing our great Personal Tipster!
