The Drum Awards for Marketing - Extended Deadline

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Client: Betfair
Date: Aug 2019
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Betfair has launched an integrated campaign featuring British actor Clive Owen, which marks the brand’s return to marketing its Betfair Exchange.

Created by Leo Burnett London, the campaign will see Owen educating bettors and demystifying the Exchange using real-life situations and analogies and consists of over 40 individual online films across multiple social and digital platforms, laddering up to television, print, radio and tactical outdoor.

Each piece looks to explain the key features of the Exchange including back and lay betting, setting your own odds and sports trading and highlights how customers can have more control over their bets.

The campaign reflects the start of a new emphasis for Betfair on marketing the Exchange, returning to the company’s roots as the world’s first and biggest betting exchange. As part of the campaign, there will also be a new education hub launched for new and existing Betfair customers, to assist them in learning how to bet on the Exchange.

Credits

Agency

Leo Burnett London

Agency Client Partner

Liam Hopkins

Agency Account Director

Ruth Stasiak

Agency Account Manager

Matthew Smith

Client name

Stephen Mault

Client job title

Brand Marketing Director

Copywriter

Blake Waters

Creative Directors

Luke Boggins & Dan McCormack

Chief Creative Officer

Chaka Sobhani

Art director

Steve Robertson

Agency producers

Sid Daffarn

Planner/CSU Director

Ben Felton

Designer

Paul Brandreth

Photographer

Levon Bliss

Director

Martin Werner

Media agency

Mediacom