Brazilian leisure and entertainment brand Betano leveraged spiking soccer interest around the 2022 FIFA Men’s World Cup with an integrated campaign inviting fans to have a flutter at Qatar 2022.
The multi-channel blended live action and animation campaign sets out to tell a story of resilience, faith and victory which resembles the attitude, commitment and success of Brazil’s national team stars built around the idea that in life every success starts by taking a risk.
The brand teamed up with agency Ampfy, production company Stink, audio outfit Satelite and animation studio Colossal to drive activity through a hero animation titled ‘Acredite’ which was directed by trio Youth and which tells an emotional story of resilience, faith and victory. The film also acts as a product demo teaching people how to use the platform.
The spot debuted on air on 20 November, the day the tournament kicked off, during Globo’s program Fantástico and also dropped across owned, earned and paid platforms from 21 November.
An additional strand of the campaign saw the brand act as the naming rights sponsor of Brazil’s biggest World Cup festival – Village Betano – which runs up until 18 December at Jockey Club in Rio de Janeiro showing all World Cup matches with additional music, food and drink and brand activations.
“Football is in Betano’s DNA and we know that, culturally, Brazil reflects the national passion for sport and for championships such as the World Cup. In such manner, the union of these elements sealed the opportunity for us to carry out a local campaign during the event,” explained Betano Brazil Country Manager Alexandre Fonseca. “We are satisfied with the result as the campaign goes beyond promoting the brand and our business. It delivers an exciting and positive message to everyone about believing and betting on dreams, overcoming challenges and moving forward towards victory, just like in sport.”
“Our campaign explores a unique point of view that differentiates Betano from competition. It is a great tribute to the resilience of Brazilian athletes who, despite all the difficulties, never stopped betting big on their careers,” added Ampfy CCO Fred Siqueira.
“We built a media strategy focused on encompassing the World Cup theme at different points of contact, always focusing on the consumer’s journey,” added Grup Dreamers Media Director Joana Chulam.
The campaign was briefed in by and created for a team at client Betano which included CEO Fred Siqueira, CEO Andre Chuero, COO Douglas Bocalao and Chief Business Officer Guilherme Brum by a team at agency Ampfy led by ECD Dogura kozonoe, Creative Director Bruno Athayde, Creatives Matheus Rocha, Igor Sa, Luiz Eduwardo Rodrigues Luz and Luan Pereira Silva, plus Creative Services Director Laura Tieppo, head Of Planning Lucioana Padovani, Heads Of Content Ana Carolina Castro, Dionisio Crocce, Carolina Santos and Cacau Florentino, Operations Executives Eduardo Sassa and Carolina Maniezzo, plus Client Team Members Alexandre Fonseca, Pablo Puertas, Stelius Asikopoulus, Arthur Niggemann, Melissa Pappa and Manos Stefanopoulos.
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