Betway has released its initial integrated campaign with marketing partner Saatchi and Saatchi, a television advert which “brings the notion of ‘having a hunch’ to life.”
The first collaboration since the advertising firm won Betway’s account in August of this year, The Hunch is intended to appeal to sports fans and bettors alike “Since we partnered with Saatchi & Saatchi earlier this year, our brief to them was to break away from industry norms, and to build us a creative platform which will enable Betway to fulfil its ambitious global growth program,” said Paul Adkins, Betway marketing and operations director.
“As part of this journey we found that sports is a social currency, a driver of conversation and debate, and behind it all we discovered the universal human truth behind our gut instinct – ‘The Hunch’. We’re very excited to be launching our ‘Hunch’ campaign which we believe will help Betway cut-through a very cluttered advertising landscape.”
The adverts begin with a group of friends debating which way to bet on the Betway app, whether on top scorers in a game, or a match’s outcome, with the moment of decision switching the focus inside the hero’s brain, into the office of The Hunch.
Decked in sporting memorabilia, the office is populated by teams of brain cells, all helping The Hunch character to weigh up which information to trust, and eventually formulate a decision.
The new campaign will roll out across TV with three 30” ads, and will be supported across social, display, radio and print.
“It’s always a really exciting opportunity, making the first piece of work for a new client,” said creative director at Saatchi and Saatchi London Franki Goodwin.
“We’ve loved creating The Hunch and can’t wait to take the character further and see how we can develop him as the face of Betway.”