'The Goat' is One Step Ahead in Betr Platform via TBWA\Sydney

betr has launched its new brand platform, 'Ahead of The Game', a fully integrated campaign directed by Tom Kuntz, starring enigmatic figure 'The Goat'.

To disrupt the current sports betting landscape and challenge market leaders, betr’s new brand positioning leans into a more modern and bold tone to match its ambitious and innovative offering.

Tony Thomas, CMO of betr, said, “The market has been crying out for something more distinctive, and interesting in the sports betting space. At betr, we’re not interested in being part of the herd.

"This campaign, featuring 'The Goat', talks to our ambition to stay ahead of the game and two steps ahead of the competition.”

Matt Keon, CCO of TBWA\Sydney, said, “We are very excited about this new campaign for betr. The central tenant is based around ‘The Goat’ -- the greatest of all time, who is literally, always one step ahead.

“In terms of disruption, we have genuinely disrupted the betting category. A category stuck in over stereotyped cliché portrayals of Aussies and created something distinctive that can work across all channels in potent ways.”

When asked for a statement, The Goat just nodded and agreed with Tony and Matt.
The campaign consists of a series of films produced by Good Oil, with practical animatronics created by Oscar winning studio, Weta. The work runs nationally across all channels, working closely with PHD Media.