European sports betting marketing push from GVC Holdings

Online gambling group GVC Holdings and its sports betting subsidiary Bwin will be getting plenty of paid exposure across Europe in the coming weeks following the launch of a new multi-channel marketing campaign designed by international creative agency BBH Sport and titled “The Race”.

The campaign is fuelled by a multi-million Euro budget and is touted by the agency as a Hollywood-style 90-second car chase bringing to life the excitement and exhilaration of the Bwin experience.

Directed by Nima Nourizadeh, best known for his feature films Project X and American Ultra starring Jesse Eisenberg, along with music videos for stars such as Dizzee Rascal, Lily Allen and Mark Ronson, the campaign features plenty of action and an interactive experience for punters.

Bwin CMO Adam Lewis said in a statement this week that the timing of the launch is on target as the new football season commences, and the project represents a ‘full-scope’ marketing campaign across Europe.

“With this campaign being the first of a trilogy running through the next 12 months we are making a big, bold statement that encapsulates our aim to cement Bwin as Europe’s leading betting brand,” he said.

The Race campaign is integrated across television, cinema, social media, CRM and digital display. The 90-second inaugural advert will screen on Saturday August 12, and will be followed by a 120 second version revealing the winner during the opening games of the UEFA Champions League in September.

The Race represents the first major campaign from Bwin since it was acquired by GVC in 2016, a company statement reveals.