Bwin to launch first major ad campaign since GVC takeover
Sportsbook brand to launch a ‘Hollywood-style’ interactive campaign around Premier League and Champions League football
Bwin has launched its first major marketing campaign since being bought by GVC in February 2016.
The multi-million euro campaign, called The Race, is set to kick off with a Hollywood-style car chase on 12 August to coincide with the opening weekend of the Premier League season.
The 90-second clip will run across TV, cinema screens, digital, social media and CRM and invite the audience to back a winning car, Black or Yellow, before the winner is revealed in a 120-second ad during UEFA Champions League coverage in September.
The Hollywood inspired advert will be shown on August 12
The sportsbook said The Race, directed by Nima Nourizadeh (Project X and American Ultra), will capture the action and excitement of bwin’s “high-octane” brand.
The production uses stunt drivers who have worked on films including James Bond and Fast & Furious.
Chief marketing officer of bwin Adam Lewis said: “We have huge ambitions for bwin and with this campaign, we have set out to create an action packed interactive experience for our audience that sets us a million miles apart from the rest of the pack.
“When people think bwin, we want them to think excitement, action, entertainment and exhilaration.”