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,...