After a competitive process, BETC Havas announces that it has won the bet365 account for Brazil. The partnership combines the agency's experience in media strategies with the strength and relevance of the world's largest betting house, which has already obtained its license to operate in the new regulated market. The brand also brings its global campaign 'Breaking News', now in Portuguese for Brazil. Watch the video.
With this partnership, the agency will be responsible for all media strategy and buying, as well as launching the brand in Brazil.
Under the concept "Always Extraordinary", the campaign will show how Brazilians vibrate and live their relationship with sports, with the goal of attracting more and more enthusiasts to the platform and making the experience of betting with bet365 always extraordinary.
The campaign will be widely disseminated in digital media, OOH and open TV, in addition to including relevant projects in the football universe.
The company, one of the pioneers of the segment in Brazil and 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 the expertise of BETC Havas in media strategies with the strength and relevance of bet365 in the digital entertainment market, marking the beginning of a promising collaboration.
bet365 shares its global campaign ‘Breaking News’, now in Portuguese for Brazil
Last year, the brand presented the global campaign ‘Breaking News’, covering more than 12 territories and in more than 13 languages. Now, for Brazil, bet365 is pleased to share the initiative in Portuguese, along with personalized launch ads, direct response campaigns, as well as activations in stadiums and sponsorship assets.
In the campaign, produced by the English agency Drummond Central, every sports fan's dream becomes reality when a series of extraordinary sports moments happen at the same time, on the same day. The campaign is a continuation of the brand platform ‘Never Ordinary’, first launched in August 2023.
With a sports news network at the center of the campaign, the news anchors cover a series of incredible sports moments throughout the day. From a soccer player scoring a goal while hanging from the spider cam, a tennis player returning the ball from the sixth row, to a man with a refrigerator 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.
The 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 sports 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 Jack Driscoll, from Academy, produced by Tom Cartwright, with visual effects by Selected Works, the epic production was filmed on location and in studios in Barcelona and Prague, over 28 days of shooting.
Chloe Shrubb, global brand marketing director of bet365, stated: “bet365 is back with ‘Never Ordinary’, and this year the challenge is even bigger. We have a big success to surpass with last year's campaign, and this is just the second year of a very different and constantly evolving direction for bet365. I'm very excited about this creative idea: it's a beautifully simple idea that really articulates how bet365 elevates moments. We are absolutely unique, we stand out, and we are never ordinary”.
The campaign will be displayed in various regions throughout 2024/25, including the USA, Mexico, and other European countries, and now also in the Brazilian market.
Source: GMB
