Kwiff is a new mobile-only sports betting app that maximises the risk-reward thrill. At any moment a player’s odds could be supercharged giving them the chance of a much bigger payout for the stake they bet. Two mates placing the same bet on the same game, could walk away with very different odds.
Which feels great for one player and not so great for the other. It’s deliciously unfair.
Steve Howell, executive creative director, Droga5 London, explained, “Whereas most betting experiences are just black and white, Kwiff is full technicolor in 4K with surround sound. It adds another element to betting, a new feeling that you wouldn’t have felt before making a bet. We wanted to simply dramatise this ‘kwiff’ moment: when jealousy ensues and life becomes a little bit more unfair.”
So to launch Kwiff with its “unfair” way of setting odds, Droga5 London created an unfair stunt in an East London pub during one of the first Premier League games of the season.
The agency divided the pub into two near-equal halves by building a transparent perspex screen. Fans were then randomly divided into one half of the pub or the other. During the first half, the TV screens went blank and one half of the pub was showered in £50k of £5 notes. The other half got nothing…
…except for an up close and personal view of their friends getting showered with money.
Karl Engström, chief executive officer & co-founder of Kwiff, commented, “When we teamed up with Droga5 London to create this brand, we gave them almost a blank paper. We had a name, ourselves and not much more. We needed help to create our brand so it correlated with what we believe in, and to implement that brand all the way to the tiniest detail of our product. Droga5 London was let into the holy grail of our product and even helped us design our customer interface. With this first campaign we want to explain one of the big differences between us and what’s out there today, and yes I do think that some competitors might feel that it’s a bit unfair when they look at our product and the campaigns we can do, not being stuck in old school gambling methods.”
Rick Dodds, executive creative director, Droga5 London, added, “I was stood next to Steve during the Euros, when he placed the exact same bet as I did, only he got kwiffed and I didn’t. He was very smug and I was very jealous. That moment is going to be repeated millions of times in pubs all around the country this season, and this stunt dramatises that moment. But back to Steve, the bet was on England to beat Slovakia, and we all know what happened there.”
The launch is Droga5 London’s first work for Kwiff, which was appointed its first creative agency of record in June 2016 following a pitch, and it was produced in-house. The agency is responsible for strategic development and execution, including brand strategy, position, product UX / UI as well as launches in the UK market.
Creative Agency: Droga5 London
Chief creative officer: David Kolbusz
Executive creative directors: Rick Dodds, Steve Howell
Copywriter: Thomas Corcoran
Art director: Thomas Bender
Designer: Chris Chapman
Head of production: Chris Watling
Account director: Alex Dousie
Strategy director: James Broomfield
Strategist: Toto Ellis
Director: David Stoddart
Producer: Jayde Thomas
DoP: Dennis Madden
Sound mix: Suite
Editor: Max Downey
Colourist: Vince Narduzzo
