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bwin Launches ‘Who Stole the Cup’ Campaign for Russia 2018




GVC Holdings’ European sports betting subsidiary bwin, has announced the launch of its World Cup Russia 2018 multi-vertical marketing campaign ‘Who Stole the Cup?’

Continuing its ‘blockbuster approach’ to promoting its sportsbook product, bwin marketing details that ‘Who Stole the Cup?’ is the sequel to 2017’s European-wide ‘The Race’ campaign.

bwin latest marketing campaign is produced by Spanish director Pedro Martin-Calero and features football legends Maradona, Cafu and Stefan Effenburg, alongside former Real Madrid manager, Vicente del Bosque.

“Each of the football legend suspects, feature across all channels of the campaign from TV, out of home and online. From the teaser phase all the way through to the reveal of who the dastardly thief was, the audience will be left guessing” details bwin marketing launching ‘Who Stole the Cup?’.

The new campaign will run across bwin core territories of Germany, Austria, Greece, Spain, Italy, France, UK, Belgium, Denmark and Sweden, with bookmaker releasing behind-the-scenes interviews on bwin.com

bwin’s campaign has been developed by international creative agency BBH Sport and will form part of its wider ‘Live the Action’ brand marketing initiatives.

GVC Holdings Chief Marketing Officer Adam Lewis commented on the campaign launch:

“Being smart, creative and bold is in GVC’s DNA and again our teams have delivered with this blockbuster World Cup campaign, it will entertain and engage our players and audiences globally, plus reinforce bwin’s position as Europe’s leading and most innovative sportsbook.”

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Betfair and Leo Burnett Showcase What it Means to ‘Play Smart’ with Global Football Superstars


Online gambling company Betfair and creative agency Leo Burnett London have launched an integrated campaign called ‘Betfair Play Smart’ targeted at new and existing customers and using world-renowned sports legends to show them how to ‘Play Smart’.

Leo Burnett London were tasked to create a campaign that highlights Betfair’s position in the market as the go-to place for smart betting by leveraging their sponsorship contracts with Arsenal F.C, FC Barcelona and Juventus F.C.

Using Betfair’s access to high profile talent as part of their sponsorship contracts, the campaign consists of three online films, using 12 world renowned football players, including; Bernd Leno (Arsenal FC) Leonardo Bonucci (Juventus FC) and Philippe Coutinho (FC Barcelona)

The club films convey how the football players assess, predict and anticipate moves before they happen, both on and off the pitch, emphasising Betfair’s position as being the place for smart bettors and a platform that embodies ‘Playing Smart’.

The Play Smart campaign is the sponsorship evolution of the Betfair campaign ‘Where Gut Instinct Meets Smarts’, building on the cognitive process of blending instincts, intelligence and competitiveness and the ability to ‘Play Smart’.

The campaign will be supported on social channels including Facebook, YouTube, Instagram and Twitter with a series of tactical short form edits, designed to drive viewers to watch the three club films. The edit featuring FC Barcelona’s attacking midfielder Philippe Coutinho will be turned in to a TV ad for Spanish markets broadcasting this week.

Stephen Mault, Brand Director at Betfair said: “We set out to create a digital led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth. The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency.”

Liam Hopkins, Board Account Director at Leo Burnett London said: “Betfair have managed to navigate a whole series of parameters to deliver a pioneering campaign in under one hour for each club shoot. They have positioned themselves as the place for people who ‘Play Smart’ and showcased their fantastic football sponsorship portfolio at the same time in this truly collaborative effort”.

Credits:
Title/Project - Betfair Play Smart

Agency - Leo Burnett London
Agency contact - Liam Hopkins, Client Lead

Client Name, Harry Phillips, Head of Sponsorship & PR

Copywriter - Liane Dowling
Art director - Gareth Butters
Planner/CSU Director - Ben Felton
Designer - Ron Morrison

Production company - Tangerine Films
Director - Ben Jones

Audio Post Production - Prodigious

Post Production - Prodigious

Exposure (media channels) - Facebook / Twitter / Instagram / TV – Spain & Brazil (Barcelona only)

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