Crea tu Suerte

We tend to give luck way too much credit. You just got that job you wanted? Lucky you! Your team didn’t win the final? Well, better luck next time. But Betfair believes that skills and knowledge have a much bigger impact on any outcome. That’s why, when we were asked to re-launched the brand in Spain (Europe’s most superstitious country), we decided to encourage Spanish bettors to stop believing in luck… and start making their own.

We launched “Make your own luck/Crea tu suerte”, the brand’s new positioning in Spain, with executions for TV, print, radio and digital and social. Through a series of eye-catching ads starring Maldini – one of the country’s most well known football experts – we were able to refresh this British brand for the local market, while empowering bettors by getting them to finally question the role of luck.