Cannes Lions

The Race

BWIN, London / BWIN / 2018

Case Film
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Case Film

Overview

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Credits

Overview

Description

‘The Race’ was a world first. A betting ad you could actually bet on. The 90” launch film starred twin brothers racing through Bangkok in a stolen cop car and taxi, with the police in hot pursuit. But just as they were about to cross a railway line, with a freight train fast approaching, we asked the viewer to bet on Black or Yellow at bwin.com. Then a month later, an epic second film revealed the winner. Between the launch and the reveal, we used every media channel to drive fame. Thousands of display ads pushed the film. Clues were released on social, featuring eye witnesses giving their take on who won the race. Football stars Eden Hazard and Robert Pires debated the winner on Twitter. LED perimeter boards ran across Serie A and La Liga. We even created ‘The Race film posters which ran outside European cinemas.

Execution

The campaign was executed across Europe in 11 different countries. ‘The Race’ kicked off with a 90” launch film which ran on TV and online. Then a month later, we ran a 120” film on TV and online revealing the winner. Between the launch and the reveal, we created lots of activity to keep driving registrations. LED perimeter boards ran across Serie A and La Liga games. Clues were revealed via social media. Thousands of ads ran in display. We even created movie posters to run outside cinemas.

Outcome

The direct response to the ‘The Race’ was phenomenal. Hundreds of thousands of people bet on Black vs Yellow. The campaign generated 450m media impressions, and led to a unprecedented increase in registrations. It was so successful, bwin’s share price soared 25% during the campaign.

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