Betfair: advert-body-3 by Leo Burnett London
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Bookmaker Betfair has launched a TV ad for the Betfair Exchange, as the first part of a new campaign created by Leo Burnett London. The strategy, informed by research by PeopleLab, comprises a suite of through-the-line strands designed to re-introduce consumers to the Betfair brand and what it stands for. The first ad to air was to build awareness of its revolutionary alternative betting platform: the Betfair Exchange.
The latest addition to the Betfair campaign is a 30-second ‘Best Odds’ commercial, where a savvy young sports fan identifies Betfair as offering ‘the best odds on the World Cup’. The TV ad will run on ITV and Sky Sports in the UK. The Exchange and Best Odds films deviate from the category norm and are unified by the campaign strap line, relating to the cognitive process of Betfair’s core sports bettor: ‘Betfair: where gut instinct meets smarts’.
This concept of combining gut instinct and smarts to inform decisions runs across every customer platform, which also includes press, radio, social, display, CRM, OOH and in-app.
Credits
Chief Creative Officer/
Creative Director - Chaka Sobhani
Creatives - Gareth Butters, Liane Dowling, Ben Newman
Board Account Director - Liam Hopkins
Account Director - Jay Perry
Account Manager - Matthew Smith
Account Executive - Alice Slade
Planning Director - Ben Felton
Senior Planner - Niall Moore
Agency Producer - Michelle Hickey, Abbie McClean, Kate Omulloy, Alex Taylor
Director/ Production Co. - Jason Smith / Pulse Films
Producer - Neil Andrews
Post Production - Prodigious / MPC
Sound Design - Wave
VO Recording - SNK