BETWAY ATENA KESE PROMO
CHALLENGE
Ghana’s sports betting market was saturated, with over 36 operators competing and new companies emerging monthly. Competitors were effectively attracting customers by leveraging local content creators, causing us to lose valuable market share. We needed a strategy to re-engage our audience and strengthen their connection with Betway.
IDEA
We launched Ghana’s largest-ever jackpot, the Betway Atena Kese promo, with an astonishing prize of 16 million Ghana cedis. Our goal was to create an immersive experience around this promotion. The campaign, titled “Di wo hene” (meaning “Enjoy your reign”), celebrated local culture and the excitement of winning.
On TV, we drew inspiration from the traditional installation of chiefs to narrate compelling stories that reflected the thrill of the jackpot. On radio, we introduced the promotion using the format of a traditional poetic prayer, blending grandeur with personal connection. The campaign’s highlight was a bold guerrilla marketing execution featuring Ghana’s largest billboard, which served as the crowning jewel of the entire experience.
RESULTS
The campaign successfully generated buzz and engagement, significantly enhancing brand visibility and re-establishing Betway as a leader in the sports betting space.
WATCH THE CASE FILM
TVC
Composite TVC