Betfair readies first mainstream football campaign
Operator appoints creative agency Cubo to help develop its 'More To Play For' marketing strategy
Betfair will launch its first ever football-focused above the line advertising campaign in time for the start of the new season, as the firm continues to maintain high levels of marketing spend into FY16.
The operator has appointed creative agency Cubo to develop its ‘More To Play For’ campaign, which will run throughout the 2015-16 football season beginning on 8 August.
The multimedia campaign will comprise of four 30-second TV spots, four radio ads, produced press ads and a digital toolkit.
Betfair’s director of advertising Dave Smith said he hoped the adverts would enable the operator to build a rapport with football fans and bettors.
“Betfair must form a meaningful and emotional connection with football bettors by embracing the culture and spirit of football,” Smith said.
The adverts feature vignettes of real-life match day experiences and highlight the emotional involvement of football bettors and fans, looking to build upon the ‘Tap Tap Boom’ campaign launched in February which helped Betfair reposition its brand towards more casual punters.
Last month CEO Breon Corcoran singled out the Tap Tap Boom campaign as a key driver of Betfair’s impressive FY15 growth, noting that Betfair had spent around £28 million more on marketing and customer bonuses than the previous year.
And the firm’s marketing spend is on course to increase further, with Betfair this summer signing sponsorship deals with Aston Villa and Sunderland, as well as securing prime spots on Sky Sports and BT Sport’s football coverage.