Online bookie and gaming giant bet365 has launched its new global brand positioning, We Know Betting, created with longstanding strategic creative partner Drummond Central.
The positioning is brought to life through a new campaign, ‘Reasons’, which launched last Friday.
Evolving from its previous brand platform, Never Ordinary, which celebrated the drama and unpredictability of sport with international, Clio-winning campaigns such as ‘Curling’ and ‘Breaking News’, We Know Betting shifts focus to what sits underneath every bet365 experience: two and a half decades of expertise.
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It’s the product of 25 years spent learning, building and refining what the brand does best, and it’s designed to explain, in the simplest terms possible, why bet365 customers get a better, simpler and more rewarding experience every time they use the platform.
Neil Caffery, planning director at Drummond Central, said: “We Know Betting came from listening to thousands of customers, people across the business, and working closely with the global brand team. Finding what was true for all of them, we created a positioning forged on bet365’s expertise, earned over decades and unique to the brand. The Reasons platform is how we prove it, not just say it, giving customers real reasons to trust bet365, so they can get on with enjoying their game.”
The 30-second Reasons film opens by flicking through the decades bet365 has spent in the game, with a voiceover reflecting on the years spent perfecting the ultimate betting app. The ad then follows users enjoying perfectly tuned betting moments, as bold numbered graphics land on screen, each one a proof point that backs up the We Know Betting promise. Bettors react to each reason as it appears, a reminder that every detail of the experience has been built around them.
Kev Lynn, creative director at Drummond Central, added: “We Know Betting is bet365 at its most confident, and Reasons turns the camera on the brand itself, and asks what’s behind the experience. We wanted bet365’s expertise to feel tangible rather than abstract, so every reason earns its own moment on screen. It’s a different kind of storytelling for bet365, but it’s one that’s backed up by 25 years of doing this better than anyone else.”
bet365’s Alex Sefton, global chief marketing officer, said: “At bet365, we’ve never been ones to stand still. We Know Betting reflects the 25 years we’ve spent perfecting what we do and, importantly, how we use that knowledge to create the best possible experience for our customers.
“‘Reasons’ is the first expression of We Know Betting, giving us a clear, confident platform to demonstrate rather than simply tell people why our expertise matters. It’s an exciting next chapter for bet365.”
The campaign will run across the UK, Spain, Germany and Denmark, running through the line across owned channels, broadcast, audio, print, sponsorship and OOH. ‘Reasons’ debuted on 21 August, during the first game of the 26/27 Premier League season, with special blipverts produced to introduce viewers to the new concept ahead of the ad’s first broadcast.
The partnership between bet365 and Drummond Central stretches back to 2007.
