Dance like you're winning

In the Kenyan sports betting landscape, dominated by big bonus jackpot promotions, Betway found the real reason people place sports bets - to celebrate.

The campaign we developed united all bettors in an emotive and memorable way. A song was composed, a celebration dance was choreographed and a truly integrated campaign was borne from the Betway victory dance.

The Betway victory dance was
adopted by football teams in
the Kenyan Premier League,
and performed live every time
a goal was scored.

TVC, PR, outdoor ad radio built the Betway victory dance into a campaign that encouraged mass engagement and differentiated Betway in a simple, insightful way.