Is This The Most Unfair Hidden Camera Stunt Ever?

Kwiff is a new mobile-only sports betting app with an old fashioned USP - at any moment a player’s odds could be supercharged giving them the chance of a much bigger payout for the stake they bet. It means two friends placing the exact same bet on the exact same game, could walk away with very different odds. Which feels fantastic for the friend getting the supercharged odds, but a huge sense of injustice for the friend who only gets the standard odds.

To launch Kwiff, Droga5 London dramatised this moment and sense of unfairness in an East London pub during one of the first Premier League games of the season. The agency divided the near symmetrical pub in half 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 screens went blank and one half of the pub was showered in £50k of £5 notes. The other half got nothing, except the best seat in the house to watch their friends gets showered in cash.

The launch of Kwiff represents the first work between the betting brand and Droga5 London, which was appointed its first creative agency of record in June 2016 following an extensive review and pitch process. As Kwiff’s creative agency of record, Droga5 London is responsible for strategic development and execution, including brand strategy, position, product UX / UI as well as launches in the UK market.

Karl Engström, CEO & Co-Founder, Kwiff, commented: “We have rediscovered how sportsbetting should work if invented and designed today, with no need for betting shops or even a desktop product. That’s why we can offer a supreme product to each and every customer. When we teamed up with Droga5 London to create this brand we gave them almost a blank paper, we had a name and ourselves 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 into 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 both our product and the campaigns we can do, not being stuck in old school gambling methods.”

Rick Dodds, Executive Creative Director, Droga5 London, said: “I was stood next to Steve during the Euro’s 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.”  

Says Steve Howell, Executive Creative Director, Droga5 London: “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 dramatize this ‘kwiff’ moment: when jealousy ensues and life becomes a little bit more unfair.”