British betting company Midnite has taken its ‘Built Different’ campaign to another level, quite literally…
Midnite, a relatively new online betting firm in the UK market, only launched its Built Different campaign earlier this month. It’s already stepping things up, however.
In its latest marketing push, the company – which works with creative agency 72andSunny Amsterdam – decided to send its app into space, to capture the meaning of the phrase ‘build different’.
The ad sees a mobile phone attached a robotic arm on a hot air balloon sent into the stratosphere, in footage that may remind some of Austrian extreme sportsman Felix Baumgartner’s famous BASE jump from space in 2012.
Callum Wilson, senior PR manager at Midnite, said: “By sending our app to space, we are showing our customers that we are truly Built Different. We have big ambitions at Midnite to separate ourselves from the rest, and becoming the first app to place a bet in space seemed a pretty good way of doing that.
“Our design and product team are very proud of the app we have created, and to showcase its prowess in another stratosphere is a representation of where Midnite aims to be.”
The campaign comes ahead of the FIFA World Cup from June-July 2026, which, like all companies in its field, Midnite is preparing extensively for.
For the latest edition of the Built Different campaign, the company worked with former England footballer Gareth Barry, who placed the in-space bet remotely back on Earth.
“The World Cup is of course a massive moment for sports fans across the globe, and the excitement is rising, whether at home, abroad, or even in space!” Midnite’s Wilson added.
“It was great to work with Gareth Barry, whose confidence in Tuchel’s side led him to back England to win the World Cup, and if that bet comes in, Midnite will be donating £10,000 to the Bobby Moore fund as part of this campaign.”
Barry himself remarked: “I have confidence that this England side has what it takes to win the World Cup. They have the major tournament experience now, and they have a world class manager to take the next step.
“Much like Midnite, I think this side is Built Different, and I wanted to back them in a way that hasn’t been done before. To get the chance to place a charity bet on England winning is great, but to see Midnite actually make it happen in space is amazing.”
Leaders take
Midnite’s ad featuring Gareth Barry and a bet placed in the stratosphere is certainly unique, that’s hard to argue with. The ad clearly seeks to present the company as on the cutting edge of its specific industry, by evoking arguably the most high-tech industry of all – space travel.
The timing of the campaign between the historic launch of the Artemis moon mission and the World Cup, one of the biggest events of the sporting calendar for bookmakers like Midnite, also couldn’t be more apt.
