Betway has encouraged sports fans to trust their convictions after launching ‘The Hunch’, the operator’s first marketing campaign in partnership with Saatchi & Saatchi.
Three new 30-second TV adverts – supported across social, display, radio and print – will introduce brand character ‘The Hunch’ as a “charming, larger than life figure who charismatically occupies a part of every betting punter’s brain”.
The adverts begin with groups of friends talking amongst each other, debating which way to bet on the Betway app. At the decision-making moment, the scene switches to dramatise this process in the hero’s brain, set in the office of The Hunch.
His office is decked in sporting memorabilia and is populated by teams of brain cells, all helping him to formulate the right opinion. When he reaches his conclusion, it switches back to show the lead character making an assured decision off the back of their hunch.
Paul Adkins, Marketing and Operations Director at Betway, said: “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.
“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.”
Franki Goodwin, Creative Director at Saatchi & Saatchi London, added: “It’s always a really exciting opportunity, making the first piece of work for a new client, especially inventing a brand new bespoke character. We’ve loved creating The Hunch and getting to know every detail about him. We all can’t wait to take the character further and see how we can develop him as the face of Betway.”