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William Hill

William Hill launches new campaign developed by Fabula


By Jennifer Faull, Deputy Editor

January 1, 2013 | 2 min read

William Hill has revealed its latest campaign created by Fabula, who won the account in October 2012.

The campaign comprises TV and print. The TV campaign consists of a series of ads depicting what it might be like to be inside William Hill, with the first two ads primarily focusing on football and horse racing, followed by four ads that push particular offers.

Three main characters have featured in the ads – a manager, a trader, and a ‘mobile’/tech expert. The characters and colleagues are passionate about sport and suggest to “unleash your mobiles” and “fire up your ipads”, encouraging betting fans to download the William Hill app and bet online.

Each film ends with the new William Hill strapline “You know where to come. William Hill, the Home of Betting”.

The campaign strategy was developed in collaboration with The London Strategy Unit

Yan Elliott and Luke Williamson, Fabula founders, commented on the campaign: “We are very excited to have created this new campaign for William Hill. Since winning the business less than three months ago we have created a series of seven ads straight out of the traps!”

Kristof Fahy, chief marketing officer William Hill, adds: “I have always admired the work of Yan and Luke and with this campaign they continue to show the talent that they have. They quickly understood that it's the people and our passion that makes William Hill the UK's number one and have brought that to life through the new campaign.”

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