Betnacional's new rebranding campaign, co-created by LEAN and Gad, will be broadcast on television, on billboards for Brazilian Championship games, on street furniture and on the radio. The brand's social media channels are also already displaying the new visual identity.
Strategic consultancy N.ideias also participated in the creation of the campaign.
In addition to the colors and the look, the campaign also aims to differentiate Betnacional from other companies in the segment and, to do so, uses two elements.
For Newton Neto, CEO of LEAN, "the new campaign, even though we didn't have a specific launch date, sought to use the large collection of images we have of our talents recorded in previous videos and convey the message that we have changed our look. A very well-made and low-cost commercial. But, above all, it is timely for the company's current situation, which was recently acquired by Flutter."
"I am particularly proud of the Betnacional brand because I have been following it since its inception. We have undergone two rebrandings that are the result of the need to always evolve. In 2022, we evolved to the brand within the circle and with the concept of 'the Bet of Brazilians'."
"Now, we have maintained the brand's characteristics and sought to offer a greater level of applicability and visibility to the brand. All this while maintaining the concept of 'the Bet of Brazilians'."
Personalities: in the new campaign broadcast by Betnacional, LEAN used the first notable personality, who has already appeared in previous campaigns and actions of the brand, Galvão Bueno, followed by Vinicius Jr, Ludmilla, Seu Jorge and Thiaguinho.
In addition, Betnacional is also the first company in the sector to talk about “responsible gaming”, an approach that the company has adopted in the most recent campaign, which features the participation of Olympic medalists Ana Patrícia and Duda, from beach volleyball, and judoka Beatriz Souza.
"'Responsible gaming' is a banner that must be followed by any and all bets," explains Newton. "As with everything in our history, we raised it before our competitors. More than that, we will have this theme worked on frequently in our advertising. It doesn't mean as a central theme, but it will always be present."
The NSX Group, owner of Betnacional, was recently acquired in its majority shares by Flutter Entertainment in a deal worth US$ 350 million.
The deal provides for the creation of Flutter Brasil, which will operate as the brands Betnacional, Mr. Jack, Pagbet and Betfair, with management by NSX. The business is estimated to be valued at US$ 1 billion, making it the first unicorn in the ‘Bets’ (as the operators are called in Brazil) segment in Brazil.
Source: GMB
