Midnite
Growing Awareness Among Contemporary Playmakers
Overview
Helping a challenger play by different rules
Midnite entered UK betting against brands with decades of equity and much bigger media footprints. JAA helped it grow differently – first using TV and CTV to build awareness among younger audiences, then taking the brand into football culture through high-impact real-world experiences.
The Problem
How does a challenger take on decades of familiarity?
Established betting brands already owned significant awareness and share of voice. Midnite needed to get noticed and build relevance with an under-35 audience – without simply behaving like every traditional bookmaker in the category.
The Trait
Don’t act like your grandad’s bookie
Midnite’s challenger status gave us permission to play differently. Its contemporary identity and younger audience meant following them into emerging media spaces – and being prepared to go where traditional betting brands hadn’t gone before.
The Strategy
Build awareness. Break a few category rules
We evolved Midnite from CTV-first into broader AV, while finding opportunities competitors hadn’t. Midnite became the first betting brand on Twitch and the first to use Pause Ads on Netflix and Prime Video – turning media innovation into challenger advantage.
The Tactics
From search results to the City
AV spanned linear, BVOD and streaming around entertainment and sport. For the 2026 World Cup, we took Midnite into BOXPARK and BOXHALL with a six-week takeover using DOOH, banners and venue branding – putting the brand at the heart of matchday culture.
The Results
A challenger gaining ground. Fast
A media strategy built around younger audiences and category firsts translated into rapid gains across awareness, search, traffic and usage
+183%
15% → 23%
+19%
4% → 24%
+125%
+23%
