With this partnership, the agency will be responsible for the entire media strategy and purchase, in addition to the brand's launch in Brazil.
Under the concept "Always Extraordinary", the campaign will show how Brazilians experience and live their relationship with sports, with the aim of attracting more and more enthusiasts to the platform and making the experience of betting with bet365 always extraordinary.
The campaign will be widely publicized in digital media, OOH and open TV, in addition to including relevant projects in the world of football.
The company, one of the pioneers in the segment in Brazil and a market leader, had never made a significant investment in the country. However, with the entry of major players and the regulation of betting, it decided to invest to protect its leadership.
This partnership combines BETC Havas' expertise in media strategies with bet365's strength and relevance in the digital entertainment market, marking the beginning of a promising collaboration.
bet365 shares its global ‘Breaking News’ campaign, now in Portuguese for Brazil
Last year, the brand launched its global ‘Breaking News’ campaign, spanning over 12 territories and in over 13 languages. Now, for Brazil, bet365 is delighted to share the initiative in Portuguese, alongside bespoke launch ads, direct response campaigns, stadium activations and sponsorship assets.
The campaign, produced by UK agency Drummond Central, sees every sports fan’s dream come true when a series of extraordinary sporting moments happen at the same time, on the same day. The campaign is a continuation of the ‘Never Ordinary’ brand platform, which was first launched in August 2023.
With a sports news network at the heart of the campaign, news anchors cover a series of incredible sporting moments across the course of a day. From a footballer scoring a goal while hanging from the spider cam, to a tennis player returning the ball from the sixth row, to a man with a fridge on his back winning a marathon, the campaign positions these ‘Never Ordinary’ moments in a live and In-Play world, perfectly highlighting what bet365 does best.
Creative Director, Kevin Lynn, commented: “Part of the brief for the 2024 campaign was simple: make a blockbuster, and that’s exactly what we did. We needed a platform to showcase incredible sporting moments happening around the world, and what better way to do that than with our own news channel? Wild moment after wild moment, brought to you as it happens, perfectly encapsulating that whatever the moment, it’s never ordinary at bet365.”
Directed by Academy Award winner Jack Driscoll, produced by Tom Cartwright, with visual effects by Selected Works, the epic production was shot on location and in studios in Barcelona and Prague over 28 days of filming.
Chloe Shrubb, Global Brand Marketing Director at bet365, said: “Bet365 is back with ‘Never Ordinary’ and this year the challenge is even greater. We have a huge success to build on from last year’s campaign and this is only the second year of a very different and evolving direction for bet365. I’m really excited about this creative idea: it’s a beautifully simple idea that really articulates how bet365 elevates moments. We are utterly unique, we stand out and we are never ordinary.”
The campaign will run in multiple regions throughout 2024/25, including the US, Mexico and other European countries, and now in the Brazilian market.
Source: GMB
