'The Hunch' will enable Betway marketing channels to "maximise their performance"

Betway’s new integrated marketing campaign ‘The Hunch’ will enable each of the firm’s marketing channels, “from affiliates to out of home, to maximise their performance”, according to a spokesperson for the firm.
Launched with Saatchi & Saatchi, the new campaign brings the notion of ‘having a hunch’ to life, with a “charming, larger than life” brand character “who charismatically occupies a part of every betting punter’s brain”. ‘The Hunch’ is unique in that it will be rolled out across all outlets – TV, social media, radio and print.
“The digital creative for The Hunch has been designed specifically to work across many mediums including the noisy digital landscape,” a Betway spokesperson expanded.
“The primary aim is to help Betway forge and maintain a more engaged relationship with its customers using a closely joined up set of creatives. That in turn will enable each of the marketing channels, from affiliates to out of home, to maximise their performance.”
Paul Adkins, Marketing and Operations Director at Betway, said: “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.
“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, added: “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.”