The campaign debuted nationwide on SBT and its affiliated stations TV Norte and VTV, both also investors in TQJ. It is further supported by a digital media strategy across the official platforms of SBT and Bet do Milhão.
Created by WT.AG, with audiovisual production by Libre Coletivo, the launch campaign was produced in a digital studio and incorporates cutting-edge immersive experiences.
The narrative centers on a relatable theme: in daily life, Brazilians choose the places and services they trust — the same bakery, the favorite beauty salon, or the traditional Sunday fair stand that never changes. When it comes to choosing a betting platform, the same logic applies. Bet do Milhão presents itself as the natural choice for those seeking fun combined with trust.
Kannebley explains that the campaign consists of three films — O Café de Milhões (The Million Coffee), A Unha de Milhões (The Million Nail), and A Feira de Milhões (The Million Fair) — which use quiz-style language, sound effects, and visual cues inspired by Show do Milhão, as well as easter eggs referencing the television world.
“Bet do Milhão was born from the universe of major game shows, especially the iconic Show do Milhão. We bring the same combination of entertainment, excitement, and trust that have always defined Grupo Silvio Santos. Our campaign reinforces this message — trust in a platform that delivers fun with responsibility,” says Mariana Kannebley, Marketing Director at TQJ.
“We have plans to bring strategic names from the entertainment industry in future phases of the brand, especially from the SBT universe. We want to build a solid presence and later connect familiar faces that embody our values of credibility, joy, and respect for the audience. Today, we already have two digital hosts who connect with our audience daily through social platforms and now also across other media channels,” she adds.
“We enter the market with a full focus on player experience. We want every bet to carry the same energy and enthusiasm as the shows that are part of Brazil’s cultural memory. Our goal is to be recognized as the leading betting brand when it comes to responsible gaming,” complements Leonardo Sampaio, CEO of TQJ.
Dudu Rodrigues, Creative Director at WT.AG, elaborates on the creative vision: “We want to stand out in the betting market, and we’re doing that through production elements — using LED walls and storytelling that reflect the daily life of Brazilians. All Grupo Silvio Santos brands hold a special place in people’s hearts. That’s why we brought everyday moments — going to the fair, doing your nails, having a coffee — into the Bet do Milhão campaign.”
In addition to the launch campaign, WT.AG oversaw the entire creative process behind Bet do Milhão. The agency developed the brand’s visual identity, strategic positioning, and continues to handle social media management and digital content production.
With more than 100 professionals, WT.AG is a social-first advertising agency with offices in São Paulo (SP) and Novo Hamburgo (RS).
“All our communication was designed to educate and raise awareness, showing that it’s possible to have fun responsibly,” notes Mariana Kannebley.
“This launch is only the first chapter of our story. From here, our focus is on strengthening brand recognition, expanding our player base, and maintaining a consistent, meaningful communication routine. We’ll continue to evolve with new content, activations, partnerships, and live experiences — always aiming to bring Bet do Milhão closer to the public and solidify our position as a platform built on trust, entertainment, and responsibility,” she concludes.
TQJ
Todos Querem Jogar (TQJ) is a licensed sports betting and online gaming operator in Brazil. Backed by the Grupo Silvio Santos, it brings over 65 years of credibility in media, retail, tourism, and financial services. See more at: www.tqj.bet
Source: GMB
