As one of South Africa’s leading online sports bookmakers, BET.co.za was looking for a series of television spots to represent that. The spots – to appear on Supersport – were to elevate the BET.co.za brand from just another sports betting website to a full-purpose sports betting company that is at the forefront of technical innovation when it comes to sports and sports betting.
Working off the basis of BET.co.za’s pay-off line – The Games Starts Here – we developed an all-encompassing concept that would be able to translate to every aspect of the campaign. By splitting the pay-off line into three separate parts, namely The Game, Starts and here, we were able to solve both the creative and promotional requirements of the campaign.
A series of adverts that helped to revitalize the BET.co.za brand by positioning them as a superior higher-end product that merges technology and sport. Bold enough to stand out in the cluttered world of sports betting advertising, the campaign culminated with “Instinct” – a 30 second advert that captured the psyche of a sports fan and their reason for divulging in sports betting. More importantly, we helped affirm the theory that when it comes to sports betting, The Game Starts with BET.co.za.