bwin: How we went long and bet on brand for the 2018 World Cup

Bwin, an online betting brand, boosted revenue and profit in Europe by going big with an emotion-driven brand-building campaign for the 2018 FIFA World Cup.

Campaign details

Brand: bwinAdvertiser: GVCEntrant: BBHPrincipal author(s): Dean Matthewson and Mara Dettmann, BBH

Executive Summary

In the tactical and activation-focused world of sports betting comms, bwin boosted revenue and profit by going big with an emotion-driven brand-building campaign for the 2018 FIFA World Cup.

In the early 2000s, bwin was a leading sports betting brand in Europe. But from 2011 to 2015, the company's Net Gaming Revenue (NGR) had declined by 30% – even though the sports betting market as a whole continued to grow.

The brand was also losing salience: by 2016,...

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