This Sunday, the 15th, Betnacional took advantage of the broadcast of the Brazilian Championship round on Globo network to introduce its new visual identity to the public. The betting platform now features blue and yellow colors, in a rebranding effort by LEAN and Gad, a Brazilian branding and design consultancy.
The new rebranding campaign of Betnacional, co-created by LEAN and Gad, will be featured not only on television but also on advertising boards at Brazilian Championship games, urban furniture pieces, and also on radio broadcasts. The brand's social media are also already showcasing the new visual identity.
The strategic consultancy N.ideias also participated in the creation of the campaign.
In addition to the colors and visuals, the campaign also aims to differentiate Betnacional from other companies in the sector, and for this, it uses two elements.
For Newton Neto, CEO of LEAN, "the new campaign, even as something we did not have a concrete date to launch, sought to utilize the vast archive of images we have from our talents recorded in previous videos and convey the message that we have changed faces. A very well-made and low-cost commercial. But, mainly, timely for the moment of the company that was recently acquired by Flutter".
"Particularly, I am very proud of the Betnacional brand as I have been following it since its inception. We have gone through two rebrandings that are the result of the need to evolve, always. In 2022, we evolved to the brand within the circle and with the concept of 'the bet of Brazilians''".
"Now, we have maintained characteristics of the brand and sought to offer a higher level of applicability and visibility to the brand. All this while maintaining the concept of 'the bet of Brazilians'”.
Personalities: in the new campaign aired by Betnacional, LEAN used the first notable personality, who has already appeared in previous campaigns and actions of the brand, Galvão Bueno, followed by Vinicius Jr, Ludmilla, Seu Jorge, and Thiaguinho.
In addition, Betnacional also positions itself as the first company in the sector to talk about “responsible gaming”, an approach that the company has adopted in the most recent campaign, which featured the participation of Olympic medalists Ana Patrícia and Duda, from beach volleyball, and judoka Beatriz Souza.
"'Responsible gaming' is a flag that should be followed by any and all bets", explains Newton. "Just like everything in our trajectory, we raised it first before our competitors. More than that, we will have this theme frequently worked on in our advertisements. It doesn't mean that as a central theme, but it will always be present".
The NSX Group, owner of Betnacional, was recently acquired mostly by Flutter Entertainment in a deal worth $350 million.
The agreement foresees the creation of Flutter Brasil, which will operate the brands Betnacional, Mr. Jack, Pagbet, and Betfair, managed by NSX. The business valuation is estimated at $1 billion, making it the first unicorn in the betting sector in Brazil.
Source: GMB
