The Drum Awards Festival - Extended Deadline

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Client: Betfair
Date: Jun 2018
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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