bet365 launches ‘We Know Betting’ positioning with the ‘Reasons’ to back it up

Everyone at Drummond Central is proud to share bet365's new global brand positioning, We Know Betting, launched alongside the new campaign, 'Reasons', which hit screens last Friday.

Having worked with bet365 since 2007, this new positioning marks an evolution from Never Ordinary, the previous brand platform we created, which celebrated the drama and unpredictability of sport with international, Clio-winning campaigns such as 'Curling' and 'Breaking News'.

Now, We Know Betting turns the focus inward, onto what actually sits behind the bet365 experience: two and a half decades of expertise.

It's simple, and it's true. Decades spent at the front of digital betting have given bet365 an expertise nobody else can match, and that's what sets it apart in a crowded market. More than that, it answers something every customer wants: a brand they can trust, so they can just enjoy the game.

Neil Caffery, Planning Director at Drummond Central, said:
"We Know Betting came from listening to thousands of customers, people across the business, and working closely with the Global Brand team. Finding what was true for all of them, we created a positioning forged on bet365's expertise, earned over decades and unique to the brand. The Reasons platform is how we prove it, not just say it, giving customers real reasons to trust bet365, so they can get on with enjoying their game."

The 30" 'Reasons' film opens by flicking back through the decades bet365 has spent in the game, with a voiceover reflecting on the years spent perfecting the ultimate betting app. From there, it follows bettors enjoying perfectly tuned betting moments, as bold numbered graphics land on screen, each one a proof point backing up the We Know Betting promise. Bettors react to each reason as it appears, a reminder that every part of the experience has been built around them.

Kev Lynn, Creative Director at Drummond Central, said:
"We Know Betting is bet365 at its most confident, and 'Reasons' turns the camera on the brand itself, and asks what's behind the experience. We wanted bet365's expertise to feel tangible rather than abstract, so every reason earns its own moment on screen. It's a different kind of storytelling for bet365, but it's one that's backed up by 25 years of doing this better than anyone else."

‘Reasons’ launched last Friday in the UK and Denmark, with Spain and Germany to follow in the coming weeks. It’s a through the line campaign spanning owned channels, broadcast, audio, print, sponsorship and OOH. It debuted in the first game of the 26/27 Premier League season, with a special blipvert introducing viewers to the new concept ahead of the ad's first broadcast on TV.

UK media planning and buying is by Republic of Media, with the commercial directed by Jack Driscoll for Academy, produced by Tom Cartwright, and filmed in Prague in collaboration with Unit Sofa.