Global leader in sports betting Betfair, recognizing the passion of Brazilian football fans and the ups and downs they experience with their teams, announces the "Betfair Anti-Suffering Center," a humorous campaign focused on providing a direct channel of emotional support to fans disappointed with their teams' performance.
Betfair's innovative campaign has spread hundreds of posters throughout the cities of São Paulo and Rio de Janeiro with a prominently displayed phone number, providing a direct and toll-free line for Brazilian fans to call if they are unhappy with their respective teams. The posters can be found in the main neighborhoods and bars of both cities, such as Posto 6, Salve Jorge, Patriarca, and Gato Gordo.
And to make this initiative even more special, the “Anti-Suffering Center” features the voice of former Flamengo, Cruzeiro, and Corinthians forward, Deivid. Known for his memorable goals and also for missing an unbelievable chance, Deivid understands like no one else the bitter taste of disappointment and the sweet taste of overcoming it.
The forward had a great career in Brazilian football, with notable achievements and even being the top scorer in the Brasileirão and Copa do Brasil. However, during his time at Flamengo, the forward is remembered for missing an unbelievable goal against Vasco da Gama in the semifinals of the ‘Taça Guanabara’ in 2012. According to Deivid himself, although the situation was frustrating, he knew that mistakes are part of life.
"I feel very fulfilled and happy with my career, with many goals and titles wherever I went. But a player lives through ups and downs, and that's part of it. The most important thing is to be prepared and have the tranquility to overcome the bad times,” Deivid told Betfair.
“At the time I missed the goal against Vasco, there was frustration because of everything involved in the game, but I knew my importance and my quality. The year before, I scored one of the most beautiful goals in the Champions League for Fenerbahçe. So it's part of football. Some days you score beautiful goals, and some days you miss."
The poster campaign is accompanied by a video with a humorous and light-hearted tone, featuring a brilliant performance by player Deivid and also starring influencer Dida Footz, where the script jokes about the fan's relationship with their team. For many, this is the most enduring and full of ups and downs relationship they have ever had. The video is available here. According to social media fans, the participants' performance is Oscar-worthy.
The campaign was conceived and developed in partnership with Octagon Latam, Betfair's activation agency in Brazil, and had the support of the influencer marketing agency MField and the public relations agency Sherlock Communications.
Source: GMB
