Betfred launches new "fun" ad campaign
Bookmaker reveals new campaign this weekend developed with recently appointed ad agency Brothers and Sisters
Betfred will launch a new multi-channel advertising campaign this weekend as the bookmaker looks tap into the “fun spirit of betting”, eGaming Review can reveal.
Developed alongside the recently appointed ad agency Brothers and Sisters, the campaign will debut this weekend with television spots on BT Sport and Sky Sports and will build upon the brand’s existing “You’ll Love a Bit of Betfred” tagline.
The campaign will also run across social media, digital media and newspapers, as well as being screened throughout the UK bookie’s 1,400 retail stores.
The campaign revolves around two old friends “ or ‘Dudes’ “ who turn an ordinary walk down a street into a game of football before performing tricks with the ball in front of a Betfred shop.
“The Dudes are the new Betfred characters that we aim to grow and build over time,” Andy Fowler, Brothers and Sisters founder and executive creative director, said. “They represent the fun you get with Betfred and you’ll be seeing a lot of them in the coming years,” he added.
According to Gemma Strath, Betfred Group marketing director, the campaign represents a new direction for betting companies and positions the brand at the heart of the entertaining, social and fun spirit of betting.
“It is very different for a betting company but we are confident that our new campaign will stand out in a very cluttered market place,” Strath said. “The Betfred brand is all about entertainment and fun and that’s what this new campaign conveys,” she added.
Brothers and Sisters were appointed to handle Betfred’s £5m advertising account last month following a competitive tender in which it ousted incumbent agency BJL.
Betfred said Brothers and Sisters would continue to develop its brand identity and produce additional national advertising campaigns throughout the sporting season.
Read eGR‘s profile of new Betfred chief executive John Haddock here.