Betfair takes "fresh approach" with new ad campaign
Operator's 'Ready?' campaign focuses on sport rather than "laddish humour"
Betfair has launched a new ad campaign based on anticipation around sport and designed to separate the operator from the “laddish humour” associated with the industry.
The ‘Ready?’campaign kicked off on Sunday with a 60-second TV advert during the FA Community Shield.
The ad depicts a sports training montage, similar to Nike and UnderArmour campaigns, and features a voiceover based on a quote by the legendary boxer Jack Dempsey on what it takes to be a champion.
“A champion is someone who is ready when the gong rings,” the voiceover says. “Not before. Not after. But when it rings. Ready?”
The new approach will span TV, radio, print, digital, social media, content and internal communications, and will be rolled out to other key markets including Italy, Spain, Bulgaria and Denmark.
The campaign was designed by ad agency Lucky Generals, which had been working with Paddy Power before the two betting companies merged, and has since started working with Betfair.
“We think this is a big idea that captures the anticipation of sport and betting at its best,” said Paul Gambrill, Betfair’s marketing and brand director.
“The time is ripe for a fresh approach to communications in this market and suffice to say – we’re ready.”
Betfair said the new type of marketing reflected its innovative approach, adding: “Betfair is notoriously a force for change in the betting industry’s.”