Bwin launches cinematic World Cup marketing campaign

Bwin launches cinematic World Cup marketing campaign

Friday, May 18, 2018 Posted by Joseph Streeter
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The campaign features a host of World Cup icons

Aiming to utilise a cast of footballing icons, online betting operator bwin has launched its World Cup marketing campaign ‘Who Stole the Cup?’

The Hollywood-style heist serves as a fitting follow-up to last year’s promotion, ‘the Race’, it's also a continuation of bwin’s innovative betting advertising which invites the consumer to “live the action” and predict the outcome of the ad.

Jay Dossetter, head of media relations at GVC Holdings PLC told TotallyGaming.com: “Everything we do with the bwin brand is about delivering players a premium experience, built on excitement, entertainment and exhilaration and that’s reflected in our approach to our advertising.

“We set out to follow-up last year’s blockbuster ‘The Race’ campaign with something that is equally bold and ambitious. Something that continued to set bwin apart from the crowd. We think that the ‘Who stole the Cup’ campaign is unlike any sports betting campaign people will have seen. Packed with footballing royalty – and world cup pedigrees do not come any bigger than Maradona’s - and more than a touch of Hollywood style, we think it will keep the audience on the edge of their seats and kick off our World Cup in style."

The advert, which is directed by Pedro Martin-Calero, stars  football legends Cafu, Vicente del Bosque, Stefan Effenburg and Diego Maradona, plotting to steal the Cup. Shot in a cinematic style, the film is a nod to the great Hollywood crime capers of the past.

While all betting brands will be asking consumers to bet on the outcome of the matches in June only bwin will kick off in May by asking the viewers which football legend has committed the crime in a Hollywood heist extravaganza.

Each of the football legend suspects, feature across all channels of the campaign from TV, out of home and online. From the teaser phase all the way through to the reveal of who the dastardly thief was, the audience will be left guessing.

Accompanying the campaign is a series of candid behind-the-scenes interviews by Robert Pires talking to each footballing legend. The interviews contain explosive sound bites such as revelations including Maradona’s take on VAR and what would have happened if it was in-play today.

Totally Gaming says: Each operator will be looking to set itself apart at this Summer’s World Cup, whilst we have already seen various unique marketing campaigns ahead of the tournament, a combination of sheer star power and interactivity mean this campaign can be a huge success for bwin.

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