How bwin dreamed big, got bold, stole the World Cup, and won 31 million bets in six weeks

Online betting brand BWIN expanded its market in DACH (Germany, Austria, Luxembourg and Liechtenstein) at the 2018 FIFA World Cup with its campaign Who Stole the Cup?

Executive Summary

To make a splash at the 2018 FIFA World Cup, bwin went all in and stole the trophy (literally). Watch what we achieved here...or read on for the full story.

The FIFA World Cup is the biggest event in the betting calendar. But betting advertising is tightly regulated, so campaigns suffer from homogeneity.

Difference drives effectiveness1

To cut through in bwin's key European markets for the 2018 World Cup, we took a (calculated) risk and went against the norms of betting advertising.

Rigorous planning stacked the odds in our favour, but with an approach far outside the...

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