Betway has kicked of an advertising push as part of a wider refresh of the brand.
Developed by Above+Beyond, it comprises three 30-second TV commercials – the first of which aired last night, 12 June, during the opening match of the World Cup – which each promote a part of the Betway offering.
Each spot follows a character whose story encapsulates the defining tone and behaviour of the sub-brand - Betway Sports, Betway Vegas (airing on 1 July) and Casino (airing on 1 August).
“Betway’s huge commitment and investment in re-energising and redefining its brand has given us the opportunity we’ve always dreamed about,” said David Billing, founder and creative partner at Above+Beyond.
“We’re moving Betway beyond the tonal and stylistic clichés of the category and starting to speak not just about gambling and betting, but about life. Gambling advertising is in its infancy, but we feel that with this campaign, Betway has come of age.”
The TV campaign is being accompanied by a national press campaign, ‘React’, which has looked to convey “the human story of World Cup fandom”.
The insertions will run in national daily broadsheets and tabloids, and sports and lifestyle monthlies, for the duration of the tournament, in a range of formats.