Betfred launches major TV advertising campaign
Owner Fred Done to star in a series of nine adverts to promote its new 'Be Part of the Action' message
Betfred is launching a major new television advertising campaign featuring owner Fred Done (pictured) in a move that sees the bookmaker attempt to appeal to customers on a more personal level.
The operator teamed up with creative agency Shadowplay Productions and Liverpool-based video agency Zut to produce a series of nine adverts which will be screened on Sky Sports, Betfred TV and across social media.
The ads, which have been given the tag line ‘Be Part of the Action’ were shot at a series of different sporting venues including Haydock Park Racecourse, Old Trafford Cricket Ground, Nottingham Greyhound Stadium, Widnes Vikings’ stadium and Liverpool Olympia.
And according Betfred’s head of marketing Gemma Strath, the decision to feature the charismatic Done was in order to differentiate itself from its competitors.
“The idea of the campaign is ‘Be Part of the Action’ and after much consideration we decided to put the biggest sports fan in our office in our commercials and that’s the boss Fred Done,” Strath said.
“He may be a bookmaker but he lives and breathes sport, plus in a very competitive market place we decided to use Fred. Ultimately the message we want to get across is that you are betting with a real person here at Betfred,” she added.
The new campaign comes after the firm last year launched a series of football-focused adverts featuring ‘The Dudes’ – a pair of old friends portraying the “fun spirit of betting”.
Last week Betfred performed a major upgrade of its website which saw the operator add cash-out and team-up with Chroma Sports to offer interactive horseracing cards.