Unibet has unveiled its first campaign since appointing Albion in September of last year - ‘Armchair Experts’.
The campaign, starring sporting legends Sir Ian Botham, Gavin Hastings and Goran Ivanisevic, aims to position the brand as a more intelligent alternative to football-focussed bookmakers, and a champion of fans of rugby, cricket and tennis, whose sports are often overlooked.
“Sports betting is a terrifically busy market, but few players have a genuinely distinctive positioning. We appointed Albion because we wanted to disrupt the category and deliver a better betting experience for customers across more than just football,” commented Phillipp Manzi, country manager of Unibet UK.
To accommodate the ebbs and flows of different events Albion developed a flexible campaign platform that could run throughout the year and include live odds and dynamic updates to reflect changing circumstances. The integrated campaign will run across TV, press, online and mobile.
Albion executive creative director, Nick Darken, added: “We saw the opportunity for Unibet to stand apart from other sports betting sites. We wanted to hero real fans and see their passion and insight about their sport. We deliberately avoided the loud, laddish football-obsessed stereotypes the category’s advertising so often resorts to.”