BetVictor pits man against machine in new creative campaign
Operator’s ‘make your best bet’ campaign celebrates the unpredictability of sport ahead of this summer’s World Cup
BetVictor’s latest creative campaign entitled ‘make your best bet’ hit screens for the first time this weekend as the operator kicked off a sustained marketing push ahead of the 2018 World Cup.
The operator’s new “man vs machine” advert was first televised during the broadcast of Saturday’s Grand National at Aintree.
The ‘make your best bet’ campaign was produced by London-based creative agency Karmarama to prove that human intuition still has the edge over data analytics.
The ‘man vs. machine’ advert aims to celebrate the “beautiful unpredictability of sport” as a man prevails over dystopian technology with a powerful strike of a football.
BetVictor’s head of brand Shane Stafford said: “Our new brand campaign is truly something that will draw you in and celebrate what betting is all about.
“It’s about the unpredictably of sport, which is gloriously encapsulated every single week.
“However, even in this uncertainty, it’s instinct and courage of conviction that really matters when making your best bet.
“Our goal was to create a campaign that aligned with our ethos and values, and also stood out in the melee of competitor advertising.
“The new campaign has delivered on all three requirements in a cinematic and engaging way, highlighting what we believe in at BetVictor ahead of the World Cup,” he added.
Karmarama CCO Nik Studzinski said: “The robots are coming! Oh, hang on, no they’re not.
“BetVictor is the only sport betting site to celebrate the fact that it’s our unpredictable nature that separates us from the machines, and that is what makes sport, sport.”
The multi-vertical ‘make your best bet’ campaign will be broadcast until the end of May.
Last month, BetVictor hailed the engagement impact of another newly-launched creative campaign, the Liverpool FC-focused ‘This is Melwood’ series.