Betway launches ‘The Hunch’ in debut campaign with Saatchi & Saatchi

Online gambling group Betway has announced the first fruit of its marketing collaboration signed in August this year with Saatchi & Saatchi – a new campaign based on the notion of ‘having a Hunch’ in life…the feeling that all sports fans experience at one time or another, prompting them to stick by their hunch despite arguments with others.

The new Betway adverts personify ‘The Hunch’ into an all new brand character, and give sports fans an extra reason to trust their convictions, and bet with confidence. He is a charming, larger than life figure who charismatically occupies a part of every betting punter’s brain, the campaign creators assert.

The adverts begin with groups of friends talking amongst each other, debating which way to bet on the Betway app, whether on top scorers in a game, or a match’s outcome. At the moment of decision, the scene switches into the hero’s brain, and into the office of The Hunch where their deliberations are dramatised.

The office is decked in sporting memorabilia and is populated by teams of brain cells, all helping The Hunch to weigh up which information to trust, and eventually formulate the opinion to follow. When The Hunch reaches his conclusion, the viewer rejoin the scene of camaraderie in real life, and hear the lead character make an assured decision, off the back of their hunch.

The new campaign will roll out across TV with three 30” ads, and will be supported across social, display, radio and print.

Paul Adkins, marketing and operations director at Betway said: “Since we partnered with Saatchi & Saatchi earlier this year, our brief to them was to break away from industry norms, and to build us a creative platform which will enable Betway to fulfil its ambitious global growth program. As part of this journey we found that sports is a social currency, a driver of conversation and debate, and behind it all we discovered the universal human truth behind our gut instinct – ‘The Hunch’. We’re very excited to be launching our ‘Hunch’ campaign which we believe will help Betway cut-through a very cluttered advertising landscape.”

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