Betano hails success of Euro 2024 and Copa América ad campaigns
Kaizen Gaming brand launched Euro 2024 and Copa América adverts prior to tournaments starting, with local activations with influencers and branded fan zones included in the 360-degree campaign
Betano has hailed its summer of football ad campaigns, centred around the Copa América and Euro 2024, as going “beyond the traditional formats”.
With both finals now confirmed – Euro 2024’s conclusion will see England play Spain while Argentina and Colombia will meet in the Copa América final – the Kaizen Gaming brand has championed the effectiveness of its dual campaign.
Betano launched its Euro 2024 ad before the tournament, which features fictional characters such as Big Foot and professional wrestlers asking to “hold it” while they placed bets on the game.
The ad aired in several countries including Portugal, Romania and Germany.
In similar timing, the firm released its Copa América ad, which challenged several controversial opinions held by some that the sport in the Americas isn’t advanced, there are only two or three national teams and fans don’t know anything about tactics.
Commenting on the Americas ad, Kaizen Gaming’s marketing director Pablo Puertas said:“ When these comments were made, footballers and fans throughout the Americas united and responded to defend the quality, the level and the football passion on the continent.
“As a company heavily invested in Latin America, we wanted to create a campaign that would speak to the hearts and minds of all the fans.
“It also served us as a way of introducing our ‘Confia’ creative platform across the continent, the product of our recent collaboration with Wieden+Kennedy .”
Alongside the ad campaigns, which ran across radio and out-of-home, Betano also partnered with local influencers in Romania and Czechia to further push the brand.
Additionally, throughout both tournaments the operator hosted fan zones in multiple countries and cities.
Euro 2024 host nation Germany had spaces set up in Berlin, Munich and Dortmund while giant screens were also placed in the Bulgarian capital of Sofia and Lisbon in Portugal.
Similar activations were made in Rio de Janeiro in Brazil, with over 21,000 supporters watching the nation’s three group stage matches at the fanzone located at the Copacabana beach.
Betano was named the official betting partner of the European Championships last November, with Puertas stating this week that the firm were “proud to be playing an important part in promoting and supporting one of football’s premium competitions”.