NIVO TLA3

In 2023, MDJS, a major player in sports betting and lotteries since 1962, aimed to elevate the betting experience for Moroccan players through its flagship product, Cote & Sport, by introducing modern and innovative solutions, upgrading its offerings, and reinforcing its leadership.

While being a historic and iconic brand in Morocco known for its credibility and perceived as trustworthy,, Cote & Sport, faces the challenge of remaining relevant to a more informed, digitally savvy, and younger audience, as newcomers enter the market.

Following the 2022 Qatar World Cup, the Moroccan team became a sensation. This success not only highlighted the national football team but also boosted Moroccan sports overall, setting new standards and propelling the country into a dynamic new era.

To mark this new era for Moroccan sports, we’ve launched Cote & Sport new brand platform “NIVO TLA3” (“LEVEL UP”). A bold statement to reflect the brand’s dedication to revolutionizing the betting experience for Moroccan players. It acts as a promise to enhance the players experience, earnings, and trust.

To introduce this new brand platform, we created a rap song & video clip featuring three Moroccan artists—Jaylann, Stormy, and Ghazir to support the Moroccan team in the Africa Cup of Nations. A song that celebrates the passion for football that unites us all and reflects this renewed sense of confidence and the ambition to achieve better and greater.