bet365 | Never Ordinary

Ambition

bet365 was always known for a certain look and feel, with a mix of direct response and brand ads. The previous strategy and direction served them well for many years, but it was time for a change.


Strategy

Our strategy was to substantiate why bet365 elevates sporting moments, showing customers and potential customers how they can have an enhanced experience as a bet365 player through a market-defining offering.

We wanted to showcase what bet365 offers their players that other bookies don’t. Whether it’s through In-Play experiences, offers and features or social content and partnerships, everything was to underpin the belief that they elevate the feeling and experience so it’s above and beyond the ordinary.


Solution

We wanted to deliver an emotive and enriching brand ad that viewers wouldn’t expect from bet365, to invoke enjoyment, intrigue and to capture a wider age demographic within the target audience. We also wanted to position bet365 as a key player for their marketing, not just for their product – a tall order given the nuances of the sportsbetting advertising regulations.

The campaign was shot over a month on a combination of large scale locations and set builds with a cast of over 150 characters and 900 extras. ‘Never Ordinary’ was delivered through a global TV ad campaign with supporting digital assets and out-of-home to give a high-impact, sector-leading campaign.


Results

bet365 became top of mind for spontaneous awareness in the sector, as well as having the largest significant growth in ad awareness. Additionally, bet365 overtook the brand leader for brand preference.

System 1 gave ‘Never Ordinary’ an exceptional 5 star rating across the board for long-term market share growth potential, short-term sales potential and strength of brand recognition.

The campaign was awarded with three Clio Sport Awards in 2023, including Silver for Film, Bronze for Cinematography, and Bronze for Direction.