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Betway launches ‘The Hunch’

In debut campaign with Saatchi & Saatchi, Betway launches ‘The Hunch’

Betway, in collaboration with Saatchi & Saatchi, have released a new integrated campaign ‘The Hunch’ - their first since the account was won in August 2018.

The new Betway advert personifies ‘The Hunch’ into an all new brand character, and gives sports fans an extra reason to trust their convictions and bet with confidence.

The advert begins with groups of people talking amongst each other, debating which way to bet on the Betway app, whether on top scorers in a game, or on a match’s outcome. At the moment of decision, the scene switches into the hero’s brain and into the office of The Hunch.

SiGMA iGaming Betway launches ‘The Hunch’ 'The Hunch'.

His office is decked in sporting memorabilia and is populated by teams of brain cells, all aiding The Hunch to decide which information to trust and eventually formulating the opinion. When The Hunch reaches his conclusion, we rejoin the scene of camaraderie in real life, and hear the lead character make a betting decision.

Paul Adkins, Marketing and Operations Director at Betway commented, “Since we partnered with Saatchi & Saatchi earlier this year, our brief to them was to break away from industry norms, and to build us a creative platform which will enable Betway to fulfil its ambitious global growth program."

Akins added, "As part of this journey we found that sports is a social currency, a driver of conversation and debate, and behind it all we discovered the universal human truth behind our gut instinct – ‘The Hunch’. We’re very excited to be launching our ‘Hunch’ campaign which we believe will help Betway cut-through a very cluttered advertising landscape.”

Franki Goodwin, Creative Director at Saatchi & Saatchi London noted, “It’s always a really exciting opportunity, making the first piece of work for a new client, especially inventing a brand new bespoke character. We’ve loved creating The Hunch and getting to know every detail about him. We all can’t wait to take the character further and see how we can develop him as the face of Betway.”

The Betway Group is a leading provider of first-class entertainment across sports betting, casino, bingo and poker. Launched in 2006, the company operates across a number of regulated online markets and holds licences in the UK, Malta, Italy, Denmark, Spain, Belgium, Germany and Ireland. Based in Malta and Guernsey, with support from London, Isle of Man, Stockholm and Cape Town, the Betway team comprises over 1,000 people.

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