bet365 Never Ordinary: Breaking News

bet365 became top of mind for spontaneous awareness in the sector, achieved the highest System1 score of 5.9 stars and overtook the leading brand for preference. Breaking News cut through the noise by surprising, delighting and engaging audiences.

bet365 had built a strong reputation for reliable, product-focused sports betting. But the ambition was to show there was more to the experience, demonstrating how bet365 delivers an enhanced, market-defining experience that other bookmakers can’t match.

Building on the success of Never Ordinary: Curling, Breaking News continued to show how bet365 elevates everyday sporting moments. The goal was to deliver moments that captivate and excite, appealing to a broader audience and positioning bet365 as a major marketing player.

In the campaign, every sports fan’s dream comes true as a flurry of freakish sporting moments unfolds in a single day. Set within a live news network, anchors report extraordinary events – from a footballer scoring from a spider cam, to a tennis ball returned from row six, to a marathon runner storming to the finish line, fridge in tow.

The campaign was a production feat: 28 shoot days, 150+ characters, 900 extras and large-scale sets. Bespoke versions were created for 12+ territories, with recast anchors, locally relevant sports and culturally tailored edits. Across linear TV, VOD, out of home, audio, print, digital, social and In-Play touchpoints, every execution reinforced the same truth: bet365 turns the ordinary into something extraordinary.

The impact was immediate. System1 gave it an exceptional rating across long-term market share growth, short-term sales, brand recognition and delivered the largest sector growth in ad awareness. The campaign also won a Clio Sport Award in 2024 for Film.